Repurchase intention in sports brand industry in China: Attributes of live streamers and customer-to-customer interaction of live streaming e-commerce

IF 1.2 Q4 BUSINESS
Wang Hui Li, Sany Sanuri Mohd Mokhtar, Azanin Ahmad
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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.
中国体育品牌行业的重购意向:直播电商的直播者属性和顾客间互动
高退货率阻碍了直播电子商务的快速发展,对其长期可持续性构成了挑战。具体而言,服装购物者占直播期间销售总额的 30%。本研究旨在评估直播电商对中国运动品牌行业复购意向的影响。本文采用定量研究方法,从愿意提供在直播平台购物体验信息的运动品牌消费者中收集了 398 条数据。其中女性 224 人(占 56.3%),男性 174 人(占 43.7%)。研究采用问卷调查的方式收集数据。采用偏最小二乘法-结构方程模型检验变量之间的相关性。结果显示,消费者信任(β = 0.397,p = 0.000)和感知价值(β = 0.215,p = 0.001)对直播电商的再购意向有直接的正向影响。研究结果还表明,消费者信任和感知价值起到了中介作用。此外,研究结果支持了以下假设:直播者的特征(β = 0.389,p = 0.000)对消费者信任有积极影响,顾客与顾客之间的互动(β = 0.678,p = 0.000)对感知价值有显著影响。最后,建议体育品牌优化直播平台,以更好地满足消费者的需求。 鸣谢 作者感谢马来西亚大学(UUM)对本研究的支持。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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