Wang Hui Li, Sany Sanuri Mohd Mokhtar, Azanin Ahmad
{"title":"Repurchase intention in sports brand industry in China: Attributes of live streamers and customer-to-customer interaction of live streaming e-commerce","authors":"Wang Hui Li, Sany Sanuri Mohd Mokhtar, Azanin Ahmad","doi":"10.21511/im.20(2).2024.04","DOIUrl":null,"url":null,"abstract":"The rapid growth of live streaming e-commerce is hindered by its high rate of product returns, which poses a challenge to its long-term sustainability. Specifically, clothes shoppers account for 30% of all sales made during live broadcasts. This study aims to evaluate the impact of live streaming e-commerce on repurchase intention in the sports brand industry in China. The paper used quantitative research methods with 398 data collected from consumers of sports brands who were willing to provide information regarding their shopping experience on the live streaming platform. 224 respondents were females (56.3%), and 174 were males (43.7%). The study adopted a questionnaire to collect the data. Partial least squares-structural equation modeling was used to test the correlation between the variables. The results revealed direct and positive effect of consumer trust (β = 0.397, p = 0.000) and perceived value (β = 0.215, p = 0.001) on repurchase intention in live streaming e-commerce. The findings also indicated that both consumer trust and perceived value play a mediating role. In addition, the results supported the assumption that the characteristics of live streamers (β = 0.389, p = 0.000) have a positive impact on consumer trust, and customer-to-customer interaction (β = 0.678, p = 0.000) has a significant impact on perceived value. Finally, sports brands are advised to optimize live streaming platforms to better meet consumers’ needs.\nAcknowledgment The authors acknowledge Universiti Utara Malaysia (UUM) that supported this study.","PeriodicalId":1,"journal":{"name":"Accounts of Chemical Research","volume":"81 1","pages":""},"PeriodicalIF":16.4000,"publicationDate":"2024-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Accounts of Chemical Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21511/im.20(2).2024.04","RegionNum":1,"RegionCategory":"化学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"CHEMISTRY, MULTIDISCIPLINARY","Score":null,"Total":0}
引用次数: 0
Abstract
The rapid growth of live streaming e-commerce is hindered by its high rate of product returns, which poses a challenge to its long-term sustainability. Specifically, clothes shoppers account for 30% of all sales made during live broadcasts. This study aims to evaluate the impact of live streaming e-commerce on repurchase intention in the sports brand industry in China. The paper used quantitative research methods with 398 data collected from consumers of sports brands who were willing to provide information regarding their shopping experience on the live streaming platform. 224 respondents were females (56.3%), and 174 were males (43.7%). The study adopted a questionnaire to collect the data. Partial least squares-structural equation modeling was used to test the correlation between the variables. The results revealed direct and positive effect of consumer trust (β = 0.397, p = 0.000) and perceived value (β = 0.215, p = 0.001) on repurchase intention in live streaming e-commerce. The findings also indicated that both consumer trust and perceived value play a mediating role. In addition, the results supported the assumption that the characteristics of live streamers (β = 0.389, p = 0.000) have a positive impact on consumer trust, and customer-to-customer interaction (β = 0.678, p = 0.000) has a significant impact on perceived value. Finally, sports brands are advised to optimize live streaming platforms to better meet consumers’ needs.
Acknowledgment The authors acknowledge Universiti Utara Malaysia (UUM) that supported this study.
期刊介绍:
Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance.
Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.