As the world progresses, understanding consumer behavior in direct e-commerce is just as important. This study investigated influential factors in repurchase intention through consumer satisfaction and consumer involvement from a relationship marketing perspective by means of Stimulus-Organism-Response Model. This study attempted to close the research gap by investigating (1) the influence of financial bonding on consumer satisfaction and consumer involvement, (2) the influence of social bonding on consumer satisfaction and consumer involvement, (3) the influence of structural bonding on consumer. satisfaction and consumer involvement and (4) the influence of consumer satisfaction and consumer involvement on repurchase intention.
The results of the study provided important findings that the financial bond did not significantly affect consumer satisfaction and engagement. Moving on to repurchase intention, the overall study found that consumer satisfaction had a greater impact compared to consumer engagement.
INTRODUCTION
- Introduction
- Research Background
- E-Commerce Live Streaming In Global View
- E-Commerce Live Streaming In Malaysia
- Problem Statement
- Theoretical Problem
- Practical Problem
- Research Aim
- Research Questions
- Research Objectives
- Research Scope
- Research Significance
- Summary
As of 2021, almost half of the Malaysian population has access to e-commerce live streaming (Statista, 2022). Yet, studies on e-commerce live streaming context are often conducted in China context (Qian, 2021). Therefore, this study identified a research gap in repurchase intention in the e-commerce live streaming context.
This study examined consumer repurchase intent of live streaming by using the SOR model. This research has also enriched the literature by filling the gap in research on consumer repurchase intent regarding e-commerce live streaming.
Literature Review
- Introduction
- Theoretical Underpin
- Stimulus-Organism-Response (SOR) Model
- Repurchase Intention
- Consumer Satisfaction
- Consumer Engagement
- Relationship Marketing
- Relational Bonds
- Live Streaming
- Conceptual Framework
- Hypotheses Development
- Stimulus-Organism
- Organism-Response
The presumption for the repurchase is that consumers have made a previous transaction (Graciola et al., 2018). Based on the literature reviewed, financial bond positively affects consumer satisfaction (Chen & Chiu, 2009; Gu et al., 2016). Supported by previous literature findings, it found that financial bond is significantly correlated to consumer engagement (Chang et al., 2021).
Therefore, this study predicted a positive relationship between financial bonds and consumer engagement (Chang et al., 2021; Hu & Chaudhry, 2020). Similarly, a recent study on the population of China regarding e-commerce live streaming also found that structural connectivity has a positive impact on consumer engagement (Chang et al., 2021).
Research Methodology
- Introduction
- Research Design
- Sampling Procedure
- Population
- Sampling Technique
- Determination Of Sample Size
- Data Collection
- Questionnaire Development
- Pilot Test
- Data Analysis Technique
- Analysis Method
- Evaluation Of Measurement Model And Structural Model
- Measurement Model Assessment
- Structural Model Assessment
- Summary
In this study, the online questionnaire was used due to its clear advantage in terms of cost and time (Fielding et al., 2017). According to Haar et al. 2017), the initial assessment of PLS-SEM depends on the measurement model. Due to the assumption of equal indicator load and insensitive errors, Cronbach's alpha often underestimates the reliability of the internal consistency (Hair et al., 2017).
The broad use of the term 'convergent validity' is equated to the degree to which a measure correlates with other measures of the same construct (Hair et al., 2017). The magnitude of outer loadings or indicator reliability should be 0.708 or greater than this (Hair et al., 2017). If the bootstrap confidence interval indicates the value of 1, the lack of discriminant validity is certain (Hair et al., 2017).
In line with the suggestions of Hair et al. 2017), this study primarily adopted the HTMT score. If the problem persists, it is recommended to abandon the measurement model (Hair et al., 2017). A path coefficient closer to +1 indicates a strong positive association, while -1 indicates a strong negative association (Hair et al., 2017).
The numerical digit represents the strength of the relationship; the path coefficient closer to 1 has a strong relationship, and closer to 0 has a weak relationship (Hair et al., 2017). The path coefficient also implies the degree of effect on endogenous variables by comparing each other (Hair et al., 2017). It explains the predictive power of the model and the degree of variance in the endogenous variables associated with the respective underlying exogenous variables (Hair et al., 2017).
Data Analysis And Discussion
- Introduction
- Pilot Test Analysis
- Demography Of Respondent
- Reliability Test
- Quantitative Data Analysis
- Data Editing And Coding
- Data Cleaning And Transformation
- Factor Analysis
- Descriptive Data Analysis
- Demography Of Respondents
- E-Commerce Live Streaming Experience
- Partial Least Square Structural Equation Modelling
- Measurement Model
- Structural Model
- Summary
Of the 227 responses collected, 19 responses were discarded as 18 of those respondents failed to meet the criteria as a live broadcast audience during the data screening phase. The following section mainly discusses the demographic profile and e-commerce live streaming experience of the respondents. Collecting data on the demographic background of the respondents ensured that this research reached the right respondents.
In relation to the scope of this research, the frequency and average time spent watching e-commerce live streaming were recorded. All respondents who indicated "Never" for the frequency of live e-commerce monitoring were excluded from the analysis. At the same time, more than half of the respondents (i.e. 123 respondents, 59.1%) stated that they rarely watch e-commerce live streaming, followed by 69 occasional e-commerce live viewers (33.2%) and 16 frequent viewers. live e-commerce audience (7.7%).
There were active respondents who stated that more than one e-commerce platform was used to watch live streaming. The cosmetics and beauty aids, electrical and electronic items, as well as the sports and fitness products were also frequently purchased during the e-commerce live streaming with a purchase of 71, 67 and 62, respectively. The analysis included the assessment of the measurement model and the structural model, as well as hypothesis testing.
This simply defined that the latent variables explained 50% or more of the variance of the indicators. The estimation results showed that both the upper and lower levels of confidence do not have a value of 1. This means that 66.70% of the variance in repurchase intention can be explained by consumer satisfaction and engagement.
Discussion, Conclusion, And Implications
Introduction
Discussion Of Major Findings
- Stimulus-Organism
- Relationship Between Financial Bond With Consumer
- Relationship Between Social Bond With Consumer
- Relationship Between Structural Bond With Consumer
- Organism-Response
- Relationship Between Consumer Engagement And
- Summary Of The Results Of Hypotheses Testing
The extent of the influence of relational ties to cause customer satisfaction and customer engagement has been a common question to ponder. The results of the study stated that financial bond has an insignificant effect on both customer satisfaction and customer commitment. In summary, the insignificant positive impact of financial relatedness on customer satisfaction and customer commitment is explained by the intuitive analysis of informal profit and loss, incentive complexity in the real-life environment, and the mechanism of financial incentives.
In general, attention to and social interaction with the special audience motivates social bonding and therefore predicts a positive relationship with consumer satisfaction and consumer engagement. In particular, in contrast to consumer engagement, social ties have a greater influence on consumer satisfaction. Before proceeding to examine the results of structural bonds, it is necessary to note that structural bonds have significant implications for both consumer satisfaction and consumer engagement.
According to Simon & Tossan (2018), it is said that customer engagement depends on the efficiency of customer satisfaction. Similarly, research conducted by Thakur (2018) examined the positive relationship between customer satisfaction and customer engagement. 2022) understood the relationship between customer satisfaction and customer commitment. However, limited research attempted to compare the effectiveness of customer satisfaction and customer engagement towards repurchase intention.
This study agreed on the independent relationship between consumer satisfaction and consumer engagement on repurchase intention. To conclude this study, it was determined that financial bonding did not significantly affect consumer satisfaction and engagement leading to repurchase intention in e-commerce live streaming. Therefore, broadcasters should focus on building a solid and robust social bond to increase consumer satisfaction.
Implications Of The Study
- Theoretical Implication
- Practical Implication
Meanwhile, broadcasters should also converge on fostering structural connectivity to increase consumer engagement. Although live streaming has been widely integrated into the e-commerce market, only a limited study was conducted on Malaysian consumers. Thus, this study provided an insight into the shopping behavior of Malaysian consumers, especially in the context of e-commerce live streaming.
The majority of the study on broadcaster effectiveness has focused on the establishment of financial bond, social bond and structural bond. With the idea that social bond and structural bond are equally significant to result in positive consumer attitudes, the broadcasters should act accordingly. Whether giving genuine recommendations during the live stream or paying attention to and engaging with the audience in a friendly way, both will help drive repurchase intent and ultimately leverage customer lifetime value.
In the same vein, another sensible action is to strengthen the structural bond, to professionalize the information provided and constantly provide comfort to the audience to decide the purchase. For marketers who want to find a third-party broadcaster to advertise the products or services, broadcasters equipped with robust relationship ties with the respective audience should be made the primary consideration. This will help the marketers to promote the products and services to the maximum efficiency and effectiveness.
Most important is the competence of broadcasters in developing, maintaining and exploiting relational ties. However, small and medium-sized business owners, who remain largely anonymous, may face competitive bottlenecks as others or even late entrants enter a competitive market. Nevertheless, establishing concrete relational ties with the existing community helps the small and medium business owner to connect with the audience and translate into long-term relationships.
Limitation Of Study
Owners are expected to compete with those pioneers or endorsers with high popularity to increase awareness and reach a huge group of consumers. In addition, scholars have confirmed from the reviewed literature that personal brand image and followers have a positive impact on consumer behavior (Clement Addo et al., 2021; Hermanda et al., 2019; Nascimento et al., 2020; Nurhandayani et al. sod ., 2019; Park & Lin, 2020). Along with integration across multiple social media channels, broadcasters who act as influencers or key opinion leaders (KOLs) with high popularity enjoy greater ease in forming and maintaining social ties.
Recommendation For Future Research
Summary
This study also presented the comparison of consumer satisfaction and consumer engagement with repurchase intention, in which facts and statistical figures proved that consumer satisfaction tends to have greater influential power on repurchase intention in the context of e-commerce live streaming. Top live streaming platforms respondents shopped from while shopping for live streaming in China as of May 2020. The effects of contests on consumer attitudes toward Internet celebrities and their live streaming content in the context of product endorsement.
Understandingcustomer experience and repurchase intention in live streaming shopping: an empirical study in China [University of Gothenburg]. The role of live streaming in building consumer trust and engagement with social commerce sellers. I am conducting a survey on a study on the influence of direct shopping on consumer repurchase intention during the COVID-19 pandemic.
Survey Quantitative 504 customers who have shopped via live streaming shopping platforms including Tao bao.com, JD.c om, Mogujie. The results show that visibility affordability, metavoicing affordability, and advisory purchase guidance can influence customer purchase intention through live streaming engagement. Important findings. celebrities and their live streaming content related to product endorsement .. trade website) OR Yizhibo cooperated with Sina weibo (the largest microblogging platform).
