直播商业的感知属性如何影响客户参与度：社会支持视角

IF 3.9 3区管理学 Q2 BUSINESS

Journal of Service Theory and Practice Pub Date : 2022-11-04 DOI:10.1108/jstp-01-2022-0022

Fang Qin, Wei Le, Min Zhang, Yujia Deng

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引用次数: 5

摘要

目的直播商务（LSC）的蓬勃发展给社交方式带来了重大变化。了解LSC中的客户参与度对于那些试图增强LSC的社会影响力和提高营销效率的在线卖家来说至关重要。基于刺激-机体-反应（S–O–R）范式，本研究旨在开发一个模型来研究LSC的感知属性（实时互动、感知接近和感知真实性）对社会支持（信息和情感支持）和后续参与的影响。设计/方法/方法进行在线调查，收集LSC客户的数据，并使用SPSS和SmartPLS.对数据进行分析。结果表明，信息和情感支持受到实时互动、感知接近度和感知真实性的积极影响。反过来，信息和情感支持能够并中介预测LSC中的客户参与意向。原始性/价值先前的LSC研究倾向于从感知价值的角度关注影响LSC参与的动机。本研究从社会支持的角度证实了LSC感知属性在推动客户参与方面的重要性。

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How perceived attributes of livestreaming commerce influence customer engagement: a social support perspective

PurposeThe boom in livestreaming commerce (LSC) has brought significant changes to social interaction methods. Understanding customer engagement in LSC is critical for online sellers who try to enhance the social influence and improve marketing effectiveness of LSC. Based on the stimulus–organism–response (S–O–R) paradigm, this study aims to develop a model to investigate the effects of perceived attributes of LSC (real-time interaction, perceived proximity and perceived authenticity) on social support (informational and emotional support) and subsequent engagement.Design/methodology/approachAn online survey is conducted to collect data from LSC customers, and data are analyzed using SPSS and SmartPLS.FindingsThe results indicate that informational and emotional support are positively affected by real-time interaction, perceived proximity and perceived authenticity. In turn, informational and emotional support enable and mediate the prediction of customer engagement intention in LSC.Originality/valuePrior LSC studies tend to focus on the motivation influencing LSC engagement from the perspective of perceived value. This study confirms the importance of perceived attributes of LSC in driving customer engagement from the perspective of social support.

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来源期刊

Journal of Service Theory and Practice Multiple-

CiteScore

8.00

自引率

15.20%

发文量

期刊介绍： Formerly known as Managing Service Quality – Impact Factor: 1.286 (2015) – the Journal of Service Theory and Practice (JSTP) aims to publish research in the field of service management that not only makes a theoretical contribution to the service literature, but also scrutinizes and helps improve industry practices by offering specific recommendations and action plans to practitioners. Recognizing the importance of the service sector across the globe, the journal encourages submissions from and/or studying issues from around the world. JSTP gives prominence to research based on real world data, be it quantitative or qualitative. The journal also encourages the submission of strong conceptual and theoretical papers that make a substantive contribution to the scholarly literature in service management. JSTP publishes double-blind peer reviewed papers and encourages submissions from both academics and practitioners. The changing social structures and values, as well as new developments in economic, political, and technological fields are creating sea-changes in the philosophy, strategic aims, operational practices, and structures of many organizations. These changes are particularly relevant to the service sector, as public demand for high standards increases, and organizations fight for both market share and public credibility. The journal specifically addresses solutions to these challenges from a global, multi-cultural, and multi-disciplinary perspective.