IDEAS home Printed from https://ideas.repec.org/a/spr/joiaen/v12y2023i1d10.1186_s13731-023-00310-2.html
   My bibliography  Save this article

The effect of e-commerce livestreaming services on customer loyalty: a test of the chain mediation model

Author

Listed:
  • XinMei Ye

    (Walailak University)

  • Hira Batool

    (Walailak University)

  • Shi-Zheng Huang

    (Nanning Normal University)

Abstract

The outbreak of COVID-19 has made the offline real economy suffer an unprecedented test, and the online e-commerce livestreaming model, as a new marketing model, has been rapidly developed. Based on the SOR model, this paper clarifies the interaction between e-commerce livestreaming and consumer decision-making, taking the e-commerce livestream as an independent variable, customer engagement and value co-creation as intermediary variables, and customer loyalty as the dependent variable. This paper explores the evolution from e-commerce livestreaming to customer loyalty. The target sample consists of 475 Chinese e-commerce livestream viewers. Structural equation modelling (SEM) is used for empirical analysis, and MPLUS8.0 is used for data analysis. Aesthetic appeal, functional layout and verbal communication have a direct impact on customer engagement, while financial security, Nonverbal communication and service skills have no significant impact. In value co-creation, customer engagement has a direct impact on functional, hedonic and social values, which all have a direct impact on customer loyalty. Customer engagement does not singularly mediate between e-commerce livestreaming and customer loyalty, while value co-creation does have a mediating effect. Customer engagement and value co-creation have an enchained mediating effect between e-commerce livestreaming and customer loyalty. The research results reveal the effects of e-commerce livestreaming, provide a new entry point for considering stimuli in the application of SOR theory to e-commerce, and demonstrate how e-commerce livestreaming provides customers with visual beauty and personalized experiences while enhancing the communication skills of the operations and service staff. This research extends the scene theory of e-commerce livestreaming services and provides significant insights into e-commerce livestreaming platforms and enterprise management.

Suggested Citation

  • XinMei Ye & Hira Batool & Shi-Zheng Huang, 2023. "The effect of e-commerce livestreaming services on customer loyalty: a test of the chain mediation model," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-21, December.
    • Handle: RePEc:spr:joiaen:v:12:y:2023:i:1:d:10.1186_s13731-023-00310-2
    DOI: 10.1186/s13731-023-00310-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1186/s13731-023-00310-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1186/s13731-023-00310-2?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. Gina A. Tran & David Strutton & David G. Taylor, 2012. "Do microblog postings influence consumer perceptions of retailers' e‐servicescapes?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 818-836, August.
    2. Liu, Zhenyuan & Han, Shuihua & Li, Chao & Gupta, Shivam & Sivarajah, Uthayasankar, 2022. "Leveraging customer engagement to improve the operational efficiency of social commerce start-ups," Journal of Business Research, Elsevier, vol. 140(C), pages 572-582.
    3. Xi Chen & Chunlan Jiao & Ran Ji & Yu Li, 2021. "Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience," SAGE Open, , vol. 11(4), pages 21582440211, October.
    4. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    5. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    6. Mingwei Li & Qingjin Wang & Ying Cao, 2022. "Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework," IJERPH, MDPI, vol. 19(7), pages 1-17, April.
    7. Sara Poggesi & Michela Mari & Arash Kamangar & Pinalba Schilleci, 2022. "The Role of Virtual Environment in Online Retailing: State of the Art and Research Challenges," Sustainability, MDPI, vol. 14(7), pages 1-17, March.
    8. 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.
    9. Gina A. Tran & David Strutton & David G. Taylor, 2012. "Do microblog postings influence consumer perceptions of retailers' e‐servicescapes?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 818-836, August.
    10. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    11. Wongsansukcharoen, Jedsada, 2022. "Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty: The case of a commercial bank in Thailand," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    12. Young K. Ro & Alexander Brem & Philipp A. Rauschnabel, 2018. "Augmented Reality Smart Glasses: Definition, Concepts and Impact on Firm Value Creation," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 169-181, Springer.
    13. Gina A. Tran & David Strutton & David G. Taylor, 2012. "Do microblog postings influence consumer perceptions of retailers' e‐servicescapes?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 818-836, August.
    14. Rohit Yadav & Tripti Mahara, 2020. "Exploring the Role of E-Servicescape Dimensions on Customer Online Shopping: A Stimulus-Organism-Response Paradigm," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 18(3), pages 53-73, July.
    15. Wen Zhou & Sitan Li & Xiangxixi Meng, 2022. "Study on the Effect of Customer Psychological Ownership on Value Co-Creation under Service Ecosystem," Sustainability, MDPI, vol. 14(5), pages 1-16, February.
    16. Linye Ma & Shuqing Gao & Xiaoyan Zhang, 2022. "How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China," Sustainability, MDPI, vol. 14(2), pages 1-20, January.
    17. 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.
    18. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    19. 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).
    Full references (including those not matched with items on IDEAS)

    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. Huang, Yu & Zhang, Xu & Zhu, Hong, 2022. "How do customers engage in social media-based brand communities: The moderator role of the brand's country of origin?," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    3. Chapman, Alexis & Dilmperi, Athina, 2022. "Luxury brand value co-creation with online brand communities in the service encounter," Journal of Business Research, Elsevier, vol. 144(C), pages 902-921.
    4. 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).
    5. Japutra, Arnold & Utami, Ami Fitri & Molinillo, Sebastian & Ekaputra, Irwan Adi, 2021. "Influence of customer application experience and value in use on loyalty toward retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    6. Severin Oesterle & Arne Buchwald & Nils Urbach, 2022. "Investigating the co-creation of IT consulting service value: empirical findings of a matched pair analysis," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 571-597, June.
    7. Nathalie Peña-García & Mauricio Losada-Otálora & Jorge Juliao-Rossi & Augusto Rodríguez-Orejuela, 2021. "Co-Creation of Value and Customer Experience: An Application in Online Banking," Sustainability, MDPI, vol. 13(18), pages 1-14, September.
    8. Felicitas Evangelista & Maria Estela Varua & Vivienne Saverimuttu & Rina Datt & Hugh Pattinson & Karina Wardle & Anna Evangelista, 2022. "Antecedents and Outcomes of Service Co-Creation in the Sharing Economy," SAGE Open, , vol. 12(2), pages 21582440221, May.
    9. Ratten, Vanessa & da Silva Braga, Vitor Lélio & da Encarnação Marques, Carla Susana, 2021. "Sport entrepreneurship and value co-creation in times of crisis: The covid-19 pandemic," Journal of Business Research, Elsevier, vol. 133(C), pages 265-274.
    10. Yao Wu & Satish Nambisan & Jinghua Xiao & Kang Xie, 2022. "Consumer resource integration and service innovation in social commerce: the role of social media influencers," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 429-459, May.
    11. Benedict G. C. Dellaert, 2019. "The consumer production journey: marketing to consumers as co-producers in the sharing economy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 238-254, March.
    12. Wenwen Shen & Yuankun Nie & Chao Long & Zibo Song & Qian Zhang & Decai Tang, 2022. "Research on the Mechanism of Collaborative Value Co-Creation of Enterprise–Science Community: A Case Study Based on the Green Brand Maoduoli," Sustainability, MDPI, vol. 14(22), pages 1-19, November.
    13. Roy, Sanjit Kumar & Balaji, M.S. & Soutar, Geoff & Lassar, Walfried M. & Roy, Rajat, 2018. "Customer engagement behavior in individualistic and collectivistic markets," Journal of Business Research, Elsevier, vol. 86(C), pages 281-290.
    14. Liao, Junyun & Pang, Jiecong & Dong, Xuebing, 2023. "More gain, more give? The impact of brand community value on users’ value co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    15. Qinhai Ma & Mengyi Li & Guanghui Shi & Tianshu Zhou, 2023. "The promotional effect of interpersonal attraction of service employees on customer engagement in the S-D logic," SN Business & Economics, Springer, vol. 3(11), pages 1-22, November.
    16. Taylor, Alex & Carlson, Jamie & Liao, Yi-Chuan & Rahman, Mohammad M., 2023. "Customer engagement and sharing behaviors: Toward a contingent curvilinear perspective," Journal of Business Research, Elsevier, vol. 154(C).
    17. 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).
    18. Khan, Imran, 2023. "Customer engagement outcomes in mobile applications: Self-congruence as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    19. Kazem Haki & Michael Blaschke & Stephan Aier & Robert Winter, 2019. "A Value Co-creation Perspective on Information Systems Analysis and Design," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 61(4), pages 487-502, August.
    20. 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).

    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:spr:joiaen:v:12:y:2023:i:1:d:10.1186_s13731-023-00310-2. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.