IDEAS home Printed from https://ideas.repec.org/a/eee/proeco/v287y2025ics0925527325001835.html

Enhancing order fulfilment services on social livestreaming commerce: An evaluation of logistics experience scores

Author

Listed:
  • Chen, Ran
  • Liu, Haoyu
  • Tan, Kim Hua
  • Pang, Gu
  • Duan, Keru

Abstract

In the realm of social livestreaming commerce, the enhanced interactivity relative to traditional e-commerce models induces considerable fluctuations in real-time orders. This variability necessitates the development of faster, more precise, and seamless order fulfilment processes to elevate customer satisfaction and foster long-term loyalty. As a leading platform in the social livestreaming commerce sector, TikTok has implemented a merchant experience rating system, which features the Logistics Experience Score (LES) to evaluate the logistics performance of its merchants. This study aims to explore the ways in which improving the order fulfilment processes can augment the logistics performance of merchants, with a particular focus on the LES as a primary metric. The research employed a two-phase design, consisting initially of surveys (N1 = 421) and subsequently, follow-up semi-structured interviews (N2 = 21) with TikTok merchants. The outcomes from the first phase underscore the pivotal role of IT infrastructure in enhancing the ‘order receipt’ and ‘pick and pack’ stages. Concurrently, Logistics Service Quality (LSQ) profoundly influences the ‘ship and transport’ and ‘order delivery’ stages. Most notably, the ‘ship and transport’ sub-process has emerged as a critical determinant impacting the LES, thereby underscoring its significance in shaping customer perceptions of logistics services. Findings from the second phase indicate that substantial improvements in the LES can be achieved through strategic investments in IT infrastructure and forging partnerships with reliable logistics providers. Such enhancements aim to increase the speed, efficiency, and reliability of shipping and transportation. Through these findings, this research contributes to the broader understanding of order fulfilment within the context of social livestreaming commerce, providing both theoretical and empirical insights that are valuable for merchants active in this field.

Suggested Citation

  • Chen, Ran & Liu, Haoyu & Tan, Kim Hua & Pang, Gu & Duan, Keru, 2025. "Enhancing order fulfilment services on social livestreaming commerce: An evaluation of logistics experience scores," International Journal of Production Economics, Elsevier, vol. 287(C).
    • Handle: RePEc:eee:proeco:v:287:y:2025:i:c:s0925527325001835
    DOI: 10.1016/j.ijpe.2025.109698
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0925527325001835
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijpe.2025.109698?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

    for a different version of it.

    References listed on IDEAS

    as
    1. Zhong, Shuya & Giannikas, Vaggelis & Merino, Jorge & McFarlane, Duncan & Cheng, Jun & Shao, Wei, 2022. "Evaluating the benefits of picking and packing planning integration in e-commerce warehouses," European Journal of Operational Research, Elsevier, vol. 301(1), pages 67-81.
    2. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    3. Liu, Weihua & Wang, Siyu & Lin, Yong & Xie, Dong & Zhang, Jiahui, 2020. "Effect of intelligent logistics policy on shareholder value: Evidence from Chinese logistics companies," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 137(C).
    4. Li, Guo & Li, Xiaochuan & Zheng, Hong, 2023. "Discount preannouncement in the digital supply chain era," International Journal of Production Economics, Elsevier, vol. 258(C).
    5. Liyuan Zhu & Nan Liu, 2023. "Game theoretic analysis of logistics service coordination in a live-streaming e-commerce system," Electronic Commerce Research, Springer, vol. 23(2), pages 1049-1087, June.
    6. Wei Hong & Changyuan Zheng & Linhai Wu & Xujin Pu, 2019. "Analyzing the Relationship between Consumer Satisfaction and Fresh E-Commerce Logistics Service Using Text Mining Techniques," Sustainability, MDPI, vol. 11(13), pages 1-16, June.
    7. Meng, Lu (Monroe) & Duan, Shen & Zhao, Yijun & Lü, Kevin & Chen, Siyun, 2021. "The impact of online celebrity in livestreaming E-commerce on purchase intention from the perspective of emotional contagion," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    8. Sevilay Onal & Jingran Zhang & Sanchoy Das, 2017. "Modelling and performance evaluation of explosive storage policies in internet fulfilment warehouses," International Journal of Production Research, Taylor & Francis Journals, vol. 55(20), pages 5902-5915, October.
    9. 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).
    10. de Koster, Rene & Le-Duc, Tho & Roodbergen, Kees Jan, 2007. "Design and control of warehouse order picking: A literature review," European Journal of Operational Research, Elsevier, vol. 182(2), pages 481-501, October.
    11. Giménez-Palacios, Iván & Parreño, Francisco & Álvarez-Valdés, Ramón & Paquay, Célia & Oliveira, Beatriz Brito & Carravilla, Maria Antónia & Oliveira, José Fernando, 2022. "First-mile logistics parcel pickup: Vehicle routing with packing constraints under disruption," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 164(C).
    12. Busalim, Abdelsalam H. & Ghabban, Fahad & Hussin, Ab Razak Che, 2021. "Customer engagement behaviour on social commerce platforms: An empirical study," Technology in Society, Elsevier, vol. 64(C).
    13. Gamze Arabelen & Hasan Tolga Kaya, 2021. "Assessment of logistics service quality dimensions: a qualitative approach," Journal of Shipping and Trade, Springer, vol. 6(1), pages 1-13, December.
    14. Ghaderi, Hadi & Zhang, Lele & Tsai, Pei-Wei & Woo, Jihoon, 2022. "Crowdsourced last-mile delivery with parcel lockers," International Journal of Production Economics, Elsevier, vol. 251(C).
    15. Liu, Haoyu & Tan, Kim Hua & Pawar, Kulwant, 2022. "Predicting viewer gifting behavior in sports live streaming platforms: The impact of viewer perception and satisfaction," Journal of Business Research, Elsevier, vol. 144(C), pages 599-613.
    16. Liu, Chiung-Lin & Lyons, Andrew C., 2011. "An analysis of third-party logistics performance and service provision," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 47(4), pages 547-570, July.
    17. Yun, Jeewoo & Lee, Don & Cottingham, Michael & Hyun, Hyowon, 2023. "New generation commerce: The rise of live commerce (L-commerce)," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    18. Cui, Xueqing & Li, Yongjian & Li, Xiang & Fang, Shulin, 2023. "Livestream e-commerce in a platform supply chain: A product-fit uncertainty reduction perspective," International Journal of Production Economics, Elsevier, vol. 258(C).
    19. Xicheng Yin & Hongwei Wang & Qiangwei Xia & Qican Gu, 2019. "How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    20. Lam, H.Y. & Ho, G.T.S. & Mo, Daniel Y. & Tang, Valerie, 2023. "Responsive pick face replenishment strategy for stock allocation to fulfil e-commerce order," International Journal of Production Economics, Elsevier, vol. 264(C).
    21. Ilenia Zennaro & Serena Finco & Martina Calzavara & Alessandro Persona, 2022. "Implementing E-Commerce from Logistic Perspective: Literature Review and Methodological Framework," Sustainability, MDPI, vol. 14(2), pages 1-37, January.
    22. Liu, Baolong & Wang, Weilong, 2023. "Live commerce retailing with online influencers: Two business models," International Journal of Production Economics, Elsevier, vol. 255(C).
    23. Vinayak Deshpande & Pradeep K. Pendem, 2023. "Logistics Performance, Ratings, and Its Impact on Customer Purchasing Behavior and Sales in E-Commerce Platforms," Manufacturing & Service Operations Management, INFORMS, vol. 25(3), pages 827-845, May.
    24. Ajamieh, Aseel & Benitez, Jose & Braojos, Jessica & Gelhard, Carsten, 2016. "IT infrastructure and competitive aggressiveness in explaining and predicting performance," Journal of Business Research, Elsevier, vol. 69(10), pages 4667-4674.
    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. Fan, Xiaojun & Zhang, Lu & Guo, Xin & Zhao, Wenyu, 2024. "The impact of live-streaming interactivity on live-streaming sales mode based on game-theoretic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    2. Li, Zhengqiang & Ullah, Azmat & Xu, Qingyun & Lev, Benjamin, 2025. "Optimal buy-online-and-pick-up-in-store strategies in the livestreaming selling context," International Journal of Production Economics, Elsevier, vol. 288(C).
    3. Guo, Shunan & Xu, Xiaoping & Cheng, T.C.E. & He, Ping, 2025. "When should the internal or external anchor be selected to conduct live-streaming considering metaverse technology?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 200(C).
    4. Delong Jin, 2025. "Live-Streaming Adoption Strategies in Downstream-Dominant Supply Chain," Mathematics, MDPI, vol. 13(2), pages 1-26, January.
    5. Haoyu Liu & Kim Hua Tan & Xianfeng Wu, 2023. "Who’s watching? Classifying sports viewers on social live streaming services," Annals of Operations Research, Springer, vol. 325(1), pages 743-765, June.
    6. Liu, Xingfen & Zhou, Zhongbao & Zhong, Feimin & Hu, Minhui, 2024. "Resolving the information reliability issue in live streaming through blockchain adoption," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 189(C).
    7. Luo, Lijuan & Xu, Meiling & Zheng, Yujie, 2024. "Informative or affective? Exploring the effects of streamers’ topic types on user engagement in live streaming commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    8. Zhang, Haiyue & Sui, Ronghua & Zha, Xiaoyu, 2025. "The key opinion leader introduction and pricing strategy for live streaming e-commerce platforms considering the impact of network effects," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    9. Xiao, Quan & Wan, Shanshan & Zhang, Xing & Siponen, Mikko & Qu, Lu & Li, Xia, 2022. "How consumers’ perceptions differ towards the design features of mobile live streaming shopping platform: A mixed-method investigation of respondents from Taobao Live," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    10. Bo Lu & Guoxin Li & Jiaoju Ge, 2025. "Effects of streamer effort and popularity on livestream retailing performance: a mixed-method study," Electronic Commerce Research, Springer, vol. 25(4), pages 2553-2583, August.
    11. Xu, Xiaoping & Chen, Xinru & Cheng, T.C.E. & Choi, Tsan-Ming & Yang, Yuanyuan, 2025. "Should blockchain be used to eliminate greenwashing for green and live-streaming platform operations under carbon trading systems?," European Journal of Operational Research, Elsevier, vol. 324(3), pages 1017-1034.
    12. Nilendra Singh Pawar & Subir S. Rao & Gajendra K. Adil, 2024. "Improving Order-Picking Performance in E-Commerce Warehouses through Entropy-Based Hierarchical Scattering," Sustainability, MDPI, vol. 16(14), pages 1-27, July.
    13. Yang, Xiao & Liu, Ying & Dong, Jichang & Li, Sirui, 2023. "Impact of streamers’ characteristics on sales performance of search and experience products: Evidence from Douyin," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    14. Cuihua Zhang & Xiangru Zhao & Henry Xu, 2025. "Optimal Product Quality and Live Streaming Introduction Strategy for Brand Owners Considering Information Interaction and Deceptive Promotion," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 46(6), pages 3666-3682, September.
    15. Chen, Yue & Wang, Yong & Zheng, Jing & Song, Yimin & Wen, Yue, 2025. "Self-reliance vs. Dependence: Optimal live streaming strategies selection for E-retailers at different developmental stages," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    16. Xu, Xiaoping & Wang, Yuting & Cheng, T.C.E. & Choi, Tsan-Ming, 2024. "Should live broadcasting platforms adopt artificial intelligence? A sales effort perspective," European Journal of Operational Research, Elsevier, vol. 318(3), pages 979-999.
    17. Xie, Lin & Thieme, Nils & Krenzler, Ruslan & Li, Hanyi, 2021. "Introducing split orders and optimizing operational policies in robotic mobile fulfillment systems," European Journal of Operational Research, Elsevier, vol. 288(1), pages 80-97.
    18. Jianming Cai & Xiaokang Li & Yue Liang & Shan Ouyang, 2021. "Collaborative Optimization of Storage Location Assignment and Path Planning in Robotic Mobile Fulfillment Systems," Sustainability, MDPI, vol. 13(10), pages 1-26, May.
    19. Li, Li & Chen, Xiaoting & Zhu, Peng, 2024. "How do e-commerce anchors' characteristics influence consumers’ impulse buying? An emotional contagion perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    20. Zhucheng Shao & Jessica Sze Yin Ho & Garry Wei-Han Tan & Keng-Boon Ooi & Prianka Sarker & Yogesh K. Dwivedi, 2024. "How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side," Journal of Brand Management, Palgrave Macmillan, vol. 31(6), pages 593-615, November.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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:proeco:v:287:y:2025:i:c:s0925527325001835. 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: http://www.elsevier.com/locate/ijpe .

    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.