{"title":"THE IMPACT OF ANCHOR CHARACTERISTICS ON CUSTOMERS' SUSTAINABLE FOLLOW IN E-COMMERCE LIVE BROADCAST—BASED ON THE SURVEY OF TIKTOK USERS IN CHINA","authors":"Li Qi, Xiaoli Shao","doi":"10.33736/ijbs.6919.2024","DOIUrl":null,"url":null,"abstract":"With the development of Internet commerce, live broadcast has become a new e-commerce milestone. This study uses SOR model for reference, taking customer perceived value and customer flow experience as intermediary variables, to explore the impact of anchor characteristics on the sustainable follow of customers in the live broadcast room. The research findings demonstrate that the credibility, professionalism, interactivity, and attractiveness of e-commerce anchors have a significant positive impact on customer perceived value and customer flow experience. Customer perceived value and customer flow experience positively influence the sustainable retention of customers in live broadcast rooms. Moreover, these factors act as mediators between the characteristics of e-commerce anchors and the sustainable retention of customers. Therefore, it is imperative for live broadcast e-commerce merchants to adapt their strategies based on anchor attributes in order to enhance customer perceived value and improve customer flow experience. This will effectively guide customers towards sustained engagement and yield favorable marketing outcomes. It is helpful for e-commerce anchors to effectively reduce customer loss and form customer loyalty, and also provides a reference for enterprises to use live broadcast e-commerce for product sales and brand promotion.","PeriodicalId":13836,"journal":{"name":"International Journal of Business and Society","volume":null,"pages":null},"PeriodicalIF":0.7000,"publicationDate":"2024-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Business and Society","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.33736/ijbs.6919.2024","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
With the development of Internet commerce, live broadcast has become a new e-commerce milestone. This study uses SOR model for reference, taking customer perceived value and customer flow experience as intermediary variables, to explore the impact of anchor characteristics on the sustainable follow of customers in the live broadcast room. The research findings demonstrate that the credibility, professionalism, interactivity, and attractiveness of e-commerce anchors have a significant positive impact on customer perceived value and customer flow experience. Customer perceived value and customer flow experience positively influence the sustainable retention of customers in live broadcast rooms. Moreover, these factors act as mediators between the characteristics of e-commerce anchors and the sustainable retention of customers. Therefore, it is imperative for live broadcast e-commerce merchants to adapt their strategies based on anchor attributes in order to enhance customer perceived value and improve customer flow experience. This will effectively guide customers towards sustained engagement and yield favorable marketing outcomes. It is helpful for e-commerce anchors to effectively reduce customer loss and form customer loyalty, and also provides a reference for enterprises to use live broadcast e-commerce for product sales and brand promotion.
随着互联网商业的发展,直播已成为电子商务新的里程碑。本研究以 SOR 模型为参考,以顾客感知价值和客流体验为中介变量,探讨主播特征对直播间顾客持续关注的影响。研究结果表明,电商主播的可信度、专业度、互动性和吸引力对顾客感知价值和顾客流量体验有显著的正向影响。客户感知价值和客户流量体验对直播间客户的可持续留存有积极影响。此外,这些因素在电商主播的特征与顾客持续留存之间起着中介作用。因此,直播电商必须根据主播属性调整策略,以提高顾客感知价值,改善顾客流量体验。这将有效引导顾客持续参与,并产生良好的营销效果。这有助于电商主播有效减少客户流失,形成客户忠诚度,也为企业利用直播电商进行产品销售和品牌推广提供了参考。
期刊介绍:
International Journal of Business and Society (IJBS) is an international scholarly journal devoted in publishing high-quality papers using multidisciplinary approaches with a strong emphasis on business, economics and finance. It is a triannual journal published in April, August and December and all articles submitted are in English. Our uniqueness focus on the impact of ever-changing world towards the society based on our niche area of research. IJBS follows a double-blind peer-review process, whereby authors do not know reviewers and vice versa. The journal intends to serve as an outlet with strong theoretical and empirical research and the papers submitted to IJBS should not have been published or be under consideration for publication elsewhere.