Influence of Streamer Characteristics on Consumer Loyalty in E-Commerce Live Streaming Mediated by Consumer Trust and Consumer Satisfaction
คำสำคัญ:
Streamer Characteristic, Consumer trust, Consumer satisfaction, Consumer loyaltyบทคัดย่อ
The objective of this study is to investigate the impact of streamer characteristics specifically professionalism, attractiveness, and interactivity on consumer trust, consumer satisfaction, and consumer loyalty. To achieve this, a structural equation model (SEM) was constructed and tested using data from a survey of 459 Chinese consumers with live streaming experience, analyzed with SEM statistical software. The results indicate that: (1) Streamer professionalism, attractiveness, and interactivity positively influence consumer trust and consumer satisfaction, which, in turn, positively impact consumer loyalty. Notably, the effects of streamer professionalism, attractiveness, and interactivity on consumer satisfaction (path coefficients: 0.251, 0.281, 0.323) are greater than their effects on consumer trust (path coefficients: 0.214, 0.206, 0.198). (2) Consumer trust and consumer satisfaction mediate the relationship between streamer characteristics and consumer loyalty. Additionally, consumer trust mediates the relationship between consumer satisfaction and consumer loyalty. (3) The hypothesized relational model established in this study was validated using a structural equation modeling fit test, with the overall model fit found to be good: Chi-square=493.885, df=449, Chi-square/df=1.100, GFI=0.937, NFI=0.953, AGFI=0.926, RMSEA=0.015. The findings reveal that streamer professionalism, attractiveness, and interactivity play a positive role in enhancing consumer trust, consumer satisfaction and consumer loyalty, enriching research on streamer characteristics and consumer behavior in the live streaming industry, that provide to companies for selecting streamer, effectively promoting the improvement of live streaming efficiency, and advancing the sustainable development of the e-commerce live streaming to build sustainable consumer confidence in the future.
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