Moderating effect of consumers’ opinion leader acceptance: Exploring the relationship between livestreaming shopping and online shopping safety satisfaction

IF 3.7 4区 管理学 Q2 BUSINESS
Yi Yang, Jiawei Gao, Jiayin Qi
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Abstract

The recent developments in forms of online shopping have been shaped by emerging information technologies, and the sources of online shopping safety have been accompanied by numerous changes. Based on the database of the 2022 Chinese Internet Safety Satisfaction Survey, this paper explored the relationship between consumers’ livestreaming shopping usage frequency and their online shopping safety satisfaction, then focusing on the moderating effect of consumers’ opinion leader acceptance, finally providing a further analysis based on the cultural theory of risk. The study finds that: (1) Consumers’ livestreaming shopping usage frequency positively affects consumers’ online shopping safety satisfaction. (2) Consumers’ opinion leader acceptance plays a significant positive moderating role in the relationship between consumers’ livestreaming shopping usage frequency and their online shopping safety satisfaction. (3) Based on the cultural theory of risk, the moderating effect of consumers’ opinion leader acceptance becomes stronger for consumers whose educational level is lower (technical school and junior college) or occupational status is less relevant to livestreaming shopping (non-employed by the livestreaming shopping industry such as students, doctors, jobless, etc.).

Abstract Image

消费者意见领袖接受度的调节作用:探索直播购物与网购安全满意度之间的关系
近年来,新兴信息技术塑造了网络购物的发展形态,网络购物安全的来源也随之发生了诸多变化。本文基于 2022 年中国互联网安全满意度调查数据库,探讨了消费者直播购物使用频率与网购安全满意度之间的关系,然后关注了消费者意见领袖接受度的调节作用,最后基于风险文化理论做了进一步分析。研究发现(1) 消费者的直播购物使用频率正向影响消费者的网购安全满意度。(2)消费者的意见领袖接受度在消费者的直播购物使用频率与消费者的网购安全满意度之间起着显著的正向调节作用。(3)基于风险文化理论,对于教育程度较低(技校、中专)或职业身份与直播购物相关性较低(非直播购物行业从业者,如学生、医生、无业人员等)的消费者,意见领袖接受度的调节作用会更强。
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来源期刊
CiteScore
7.50
自引率
12.80%
发文量
99
期刊介绍: The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res
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