The Driving Factors Analysis of Live Streamers' Characteristics and Perceived Value for Consumer Repurchase Intention on Live Streaming Platforms

IF 3.6 3区管理学 Q2 COMPUTER SCIENCE, INFORMATION SYSTEMS

Journal of Organizational and End User Computing Pub Date : 2023-05-12 DOI:10.4018/joeuc.323187

Zhaoyang Meng, Mengyi Lin

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引用次数: 1

Abstract

Consumers' online stickiness and repurchase intention are important issues in the marketing of the global live streaming industry, but there is no clear consensus on its influencing mechanism. Based on the theoretical framework of stimulus-organism-response (SOR), this study validates the research model and hypotheses through structural equation modeling (SEM). The model of influencing factors of live streamers' characteristics (professionality, credibility, attractiveness, and interactivity) and perceived value of live streaming platforms has been established to testify how they influence the online satisfaction and online trust of global consumers, which further has impact on online stickiness and eventually on repurchase intention. Online trust and online stickiness have a significant impact on consumers' continuous purchase. Among them, the interactivity of live streamers significantly affects online trust, and the perceived context value of live streaming platforms significantly affects online satisfaction.

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直播者特征及感知价值对直播平台消费者再购买意愿的驱动因素分析

消费者的网络粘性和再购买意愿是全球直播行业营销中的重要问题，但其影响机制尚无明确共识。本研究基于刺激-有机体-反应(SOR)的理论框架，通过结构方程模型(SEM)对研究模型和假设进行验证。建立直播者特征(专业性、可信度、吸引力、互动性)和直播平台感知价值的影响因素模型，证明其如何影响全球消费者的网络满意度和网络信任，进而影响网络粘性，最终影响再购买意愿。网络信任和网络粘性对消费者的持续购买有显著影响。其中，直播者的互动性显著影响网络信任，直播平台感知情境价值显著影响网络满意度。

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

Journal of Organizational and End User Computing COMPUTER SCIENCE, INFORMATION SYSTEMS-

CiteScore

6.00

自引率

9.20%

发文量

期刊介绍： The Journal of Organizational and End User Computing (JOEUC) provides a forum to information technology educators, researchers, and practitioners to advance the practice and understanding of organizational and end user computing. The journal features a major emphasis on how to increase organizational and end user productivity and performance, and how to achieve organizational strategic and competitive advantage. JOEUC publishes full-length research manuscripts, insightful research and practice notes, and case studies from all areas of organizational and end user computing that are selected after a rigorous blind review by experts in the field.