Enhancing consumer engagement in e-commerce live streaming via relational bonds
Enhancing consumer engagement in e-commerce live streaming via relational bonds
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DOI：
10.1108/intr-03-2019-0082
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发表时间：
2020-03-06
影响因子：
5.9
通讯作者：
Chaudhry, Sohail S.
中科院分区：
文献类型：
--
作者：
Hu, Mingyao;Chaudhry, Sohail S.
提升消费者对电子商务直播的参与度对于电子商务运营商建立关系和建立消费者忠诚度至关重要。使用刺激-有机体-反应模型和关系营销理论，作者开发和测试了一个综合的概念框架，结合各种关系债券，情感承诺和消费者参与。设计/方法/途径使用327个有效的反应，从消费者的淘宝直播，作者采用软件Mplus 7. 0来评估测量模型和结构模型。结果-结果实证表明，社会和结构债券的积极影响消费者参与的直接和间接通过情感承诺，而金融债券只有通过情感承诺对消费者参与的间接影响。独创性/价值-这项研究增加了电子商务研究的第一个实证研究，电子商务直播，扩展营销文献整合不同的关系债券的消费者参与的前因，从关系的角度来看，丰富的情感承诺文学区分承诺的在线市场承诺的广播。
Purpose Enhancing consumer engagement in e-commerce live streaming is critical for e-commerce operators to build relationships and create consumer loyalty. Using the stimulus-organism-response model and theories from relationship marketing, the authors develop and test an integrative conceptual framework that combines various relational bonds, affective commitment, and consumer engagement. Design/methodology/approach Using 327 valid responses from consumers of Taobao Live, the authors employed the software Mplus7.0 to evaluate the measurement model and the structural model. Findings The results empirically demonstrate that social and structural bonds positively affect consumer engagement directly and indirectly via affective commitment, while financial bonds have only an indirect effect via affective commitment on consumer engagement. Originality/value This study adds to e-commerce research by being one of the first empirical studies on e-commerce live streaming, extends the marketing literature by integrating different relational bonds as antecedents of consumer engagement from the relational perspective, and enriches the affective commitment literature by distinguishing commitment to the online marketplace from commitment to the broadcaster.