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

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.

The Influence of Enterprise Mobile Live-Streaming Marketing Operations on Customer Loyalty

“…However, due to the limitations of intelligent mobile terminals and constantly changing customer situations, customers' online purchasing experience of the mobile live-streaming platform is often greatly affected (Lo et al, 2022). Therefore, if enterprises can make customers obtain better product cognition and purchasing experience, it will significantly affect customers' evaluation of the enterprise and its mobile live-streaming platform, thus determining their loyalty (Ye et al, 2023). In other words, if the customer purchasing experience is poor, the customer will quickly switch to other purchasing channels, thus resulting in the loss of market share of the enterprise.…”