skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

Understanding customers’ stickiness of live streaming commerce platforms: an empirical study based on modified e-commerce system success model

Asia Pacific journal of marketing and logistics, 2023-03, Vol.35 (3), p.775-793 [Peer Reviewed Journal]

Emerald Publishing Limited ;Emerald Publishing Limited. ;ISSN: 1355-5855 ;EISSN: 1758-4248 ;DOI: 10.1108/APJML-09-2021-0707

Full text available

Citations Cited by
  • Title:
    Understanding customers’ stickiness of live streaming commerce platforms: an empirical study based on modified e-commerce system success model
  • Author: Bao, Zheshi ; Zhu, Yan
  • Subjects: Behavior ; Customer services ; Electronic commerce ; Information systems ; Library and information science ; Perceptions ; Purchase intention ; Quality of service ; Serendipity ; Shopping ; Streaming media ; Streaming services ; Success ; User generated content ; User satisfaction
  • Is Part Of: Asia Pacific journal of marketing and logistics, 2023-03, Vol.35 (3), p.775-793
  • Description: PurposeLive streaming commerce enhances shopping experience and reduces uncertainty. However, with increasingly fierce competitions, it has become a challenging task for live streaming commerce platforms to retain existing customers. The purpose of this study to explore factors affecting customers’ stickiness intention toward live streaming commerce platforms.Design/methodology/approachA research model was developed by modifying e-commerce system success model (ES success model) based on the context of live streaming commerce and meanwhile integrating serendipity and flow into the model. Using the data collected from 380 customers who have live streaming shopping experience, the established model was empirically assessed by partial least squares based structural equation model.FindingsThe results show that vividness, real-time interaction and diagnosticity are antecedents of perceived value and customer satisfaction toward a live streaming commerce platform which in turn influence customers’ stickiness intention. Besides, as new factors introducing into the ES success model, serendipity and flow are two important motivators of satisfaction and stickiness.Originality/valueThis study establishes a well-organized framework to understand the mechanism regarding why customers stick with a live streaming commerce platform. It provides a socio-technical approach to analyze how the stickiness intention can be influenced.
  • Publisher: Patrington: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 1355-5855
    EISSN: 1758-4248
    DOI: 10.1108/APJML-09-2021-0707
  • Source: ProQuest Central
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait