IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v68y2022ics0969698922001084.html
   My bibliography  Save this article

How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective

Author

Listed:
  • Zheng, Run
  • Li, Zhuyuan
  • Na, Sanggyun

Abstract

In the emerging retail market, e-tailers operating in developing economies have to cope with the rapid use of the Internet, new electronic purchasing methods and online selling platforms. However, e-tailers do not understand the effect patterns in which customer engagement on purchase intention and customer acquisition. From e-tailers’ perspective, this study explores how customer engagement behaviors are related to both purchase intention and customer acquisition. We obtained live streaming data in the mature e-tail live streaming market environment and found empirical evidence supporting the conceptual framework through regression model analysis. The analysis results show that the specific indicators of the customer engagement are not all positively related to customer purchase intention and customer acquisition, and it is worth noting that the influence of “like†behavior on customer acquisition is no statistical significance. This is expected to encourage e-tailers to rethink their focus on customer acquisition and sales enhancement digital strategies as they operate in emerging markets.

Suggested Citation

  • Zheng, Run & Li, Zhuyuan & Na, Sanggyun, 2022. "How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    • Handle: RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001084
    DOI: 10.1016/j.jretconser.2022.103015
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698922001084
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2022.103015?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Anita Elberse & Jehoshua Eliashberg, 2003. "Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures," Marketing Science, INFORMS, vol. 22(3), pages 329-354.
    2. Thakur, Rakhi, 2018. "Customer engagement and online reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 48-59.
    3. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    4. Ashley, Christy & Noble, Stephanie M. & Donthu, Naveen & Lemon, Katherine N., 2011. "Why customers won't relate: Obstacles to relationship marketing engagement," Journal of Business Research, Elsevier, vol. 64(7), pages 749-756, July.
    5. Colleen M. Harmeling & Jordan W. Moffett & Mark J. Arnold & Brad D. Carlson, 2017. "Toward a theory of customer engagement marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 312-335, May.
    6. Duan, Wenjing & Gu, Bin & Whinston, Andrew B., 2008. "The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry," Journal of Retailing, Elsevier, vol. 84(2), pages 233-242.
    7. Shy, Oz & Stenbacka, Rune, 2006. "Service hours with asymmetric distributions of ideal service time," International Journal of Industrial Organization, Elsevier, vol. 24(4), pages 763-771, July.
    8. Raed S. Algharabat & Nripendra P. Rana, 2021. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 23(6), pages 1499-1520, December.
    9. Tafesse, Wondwesen & Wood, Bronwyn P., 2021. "Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    10. Li, You & Li, Xiaolin & Cai, Jiali, 2021. "How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    11. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    12. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    13. Högberg, Johan & Ramberg, Marcus Olsson & Gustafsson, Anders & Wästlund, Erik, 2019. "Creating brand engagement through in-store gamified customer experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 122-130.
    14. Paramita, Widya & Chan Nhu, Huynh Ba & Ngo, Liem Viet & Minh Tran, Quan Ha & Gregory, Gary, 2021. "Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    15. Zhang, Mingli & Guo, Lingyun & Hu, Mu & Liu, Wenhua, 2017. "Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation," International Journal of Information Management, Elsevier, vol. 37(3), pages 229-240.
    16. Prince Clement Addo & Jiaming Fang & Andy Ohemeng Asare & Nora Bakabbey Kulbo, 2021. "Customer engagement and purchase intention in live-streaming digital marketing platforms," The Service Industries Journal, Taylor & Francis Journals, vol. 41(11-12), pages 767-786, September.
    17. Anita Pansari & V. Kumar, 2017. "Customer engagement: the construct, antecedents, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 294-311, May.
    18. Cheung, Man Lai & Pires, Guilherme D. & Rosenberger, Philip J. & Leung, Wilson K.S. & Salehhuddin Sharipudin, Mohamad-Noor, 2021. "The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    19. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    20. Trainor, Kevin J. & Andzulis, James (Mick) & Rapp, Adam & Agnihotri, Raj, 2014. "Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM," Journal of Business Research, Elsevier, vol. 67(6), pages 1201-1208.
    21. Kyungwan Ko & Meehyang Chang & Eun-Song Bae & Daecheol Kim, 2017. "Efficiency Analysis of Retail Chain Stores in Korea," Sustainability, MDPI, vol. 9(9), pages 1-14, September.
    22. Malthouse, Edward C. & Haenlein, Michael & Skiera, Bernd & Wege, Egbert & Zhang, Michael, 2013. "Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 270-280.
    23. Harman, David M. & Porter, Michael C., 2021. "Your receipt is in the bag: Service and temporal effects as factors of customer engagement formation during acquisition," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    24. Prince Clement Addo & Fang Jiaming & Nora Bakabbey Kulbo & Li Liangqiang, 2020. "COVID-19: fear appeal favoring purchase behavior towards personal protective equipment," The Service Industries Journal, Taylor & Francis Journals, vol. 40(7-8), pages 471-490, June.
    25. Annamalai, Balamurugan & Yoshida, Masayuki & Varshney, Sanjeev & Pathak, Atul Arun & Venugopal, Pingali, 2021. "Social media content strategy for sport clubs to drive fan engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    26. Vijay Viswanathan & Linda D. Hollebeek & Edward C. Malthouse & Ewa Maslowska & Su Jung Kim & Wei Xie, 2017. "The Dynamics of Consumer Engagement with Mobile Technologies," Service Science, INFORMS, vol. 9(1), pages 36-49, March.
    27. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    28. Vasu Unnava & Ashwin Aravindakshan, 2021. "How does consumer engagement evolve when brands post across multiple social media?," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 864-881, September.
    29. Li, Dongmei & Han, Xiaoyun, 2021. "Assessing the influence of goal pursuit and emotional attachment on customer engagement behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    30. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zhai, Mengfan & Chen, Yuan, 2023. "How do relational bonds affect user engagement in e-commerce livestreaming? The mediating role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Mark Ng & Monica Law & Lubanski Lam & Celine Cui, 2023. "A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong," Electronic Commerce Research, Springer, vol. 23(3), pages 1565-1590, September.
    3. Gao, Wei & Jiang, Ning & Guo, Qingqing, 2023. "How do virtual streamers affect purchase intention in the live streaming context? A presence perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Zheng, Shiyong & Chen, Jiada & Liao, Junyun & Hu, Hsin-Li, 2023. "What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Nilashi, Mehrbakhsh & Abumalloh, Rabab Ali & Samad, Sarminah & Alrizq, Mesfer & Alyami, Sultan & Abosaq, Hamad & Alghamdi, Abdullah & Akib, Noor Adelyna Mohammed, 2022. "Factors impacting customer purchase intention of smart home security systems: Social data analysis using machine learning techniques," Technology in Society, Elsevier, vol. 71(C).
    6. Yan, Ying & Chen, Hongquan & Shao, Bingjia & Lei, Yuanyang, 2023. "How IT affordances influence customer engagement in live streaming commerce? A dual-stage analysis of PLS-SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    7. Kulikovskaja, Viktorija & Hubert, Marco & Grunert, Klaus G. & Zhao, Hong, 2023. "Driving marketing outcomes through social media-based customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    8. Wang, Fei & Xu, Haifeng & Hou, Ronglin & Zhu, Zhen, 2023. "Designing marketing content for social commerce to drive consumer purchase behaviors: A perspective from speech act theory," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Itani, Omar S. & El Haddad, Rania & Kalra, Ashish, 2020. "Exploring the role of extrovert-introvert customers’ personality prototype as a driver of customer engagement: Does relationship duration matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2020. "Customers’ motivation to engage with luxury brands on social media," Journal of Business Research, Elsevier, vol. 112(C), pages 223-235.
    3. Katsifaraki, Georgia D. & Theodosiou, Marios, 2020. "How different (dis)engagement behaviors affect performance within an e-market ecosystem: A longitudinal analysis," Journal of Business Research, Elsevier, vol. 121(C), pages 578-591.
    4. Clark, Moira K. & Lages, Cristiana Raquel & Hollebeek, Linda D., 2020. "Friend or foe? Customer engagement’s value-based effects on fellow customers and the firm," Journal of Business Research, Elsevier, vol. 121(C), pages 549-556.
    5. Schaefers, Tobias & Falk, Tomas & Kumar, Ashish & Schamari, Julia, 2021. "More of the same? Effects of volume and variety of social media brand engagement behavior," Journal of Business Research, Elsevier, vol. 135(C), pages 282-294.
    6. Harrigan, Paul & Evers, Uwana & Miles, Morgan P. & Daly, Tim, 2018. "Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent," Journal of Business Research, Elsevier, vol. 88(C), pages 388-396.
    7. Sıddık Bozkurt & David Gligor & Nichole Gligor, 2022. "Investigating the impact of psychological customer engagement on customer engagement behaviors: the moderating role of customer commitment," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 408-424, December.
    8. Xiaoxia Chen & Xiaofeng Su & Wenhe Lin & Anxin Xu & Jianhong Chen & Qiujin Zheng, 2022. "The Effect of Omnichannel Integration on Fresh Food Customer Engagement from the Viewpoint of Flow Experience," Sustainability, MDPI, vol. 14(21), pages 1-20, October.
    9. Bruneau, Virginie & Swaen, Valérie & Zidda, Pietro, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Journal of Business Research, Elsevier, vol. 91(C), pages 144-158.
    10. Gao, Mengjia & Huang, Lin, 2021. "Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    11. Agrawal, Shiv Ratan & Mittal, Divya, 2022. "Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    12. Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2020. "Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement," Sustainability, MDPI, vol. 12(9), pages 1-16, May.
    13. Ho, Xuan Huong & Nguyen, Dong Phong & Cheng, Julian Ming Sung & Le, Angelina Nhat Hanh, 2022. "Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    14. Morgan-Thomas, Anna & Dessart, Laurence & Veloutsou, Cleopatra, 2020. "Digital ecosystem and consumer engagement: A socio-technical perspective," Journal of Business Research, Elsevier, vol. 121(C), pages 713-723.
    15. Eberhardt, Wiebke & Brüggen, Elisabeth & Post, Thomas & Hoet, Chantal, 2021. "Engagement behavior and financial well-being: The effect of message framing in online pension communication," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 448-471.
    16. Behnam, Mohsen & Hollebeek, Linda D. & Clark, Moira K. & Farabi, Reza, 2021. "Exploring customer engagement in the product vs. service context," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    17. Yu-Hsin Chen & Ching-Jui Keng, 2023. "The effect of subscription relational bond on customer engagement and stickiness in podcast: the moderating role of social connectedness," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 723-745, September.
    18. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    19. Wong, Amy & Lee, Marcus, 2022. "Building engagement in online brand communities: The effects of socially beneficial initiatives on collective social capital," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    20. M. Sadiq Sohail, 2023. "Understanding consumer engagement in online brand communities: An application of self-expansion theory," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 69-81, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001084. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.