The Impact of Customer Engagement on Perceived Value in the Context of E-commerce Livestreaming

• 영문명: The Impact of Customer Engagement on Perceived Value in the Context of E-commerce Livestreaming
• 발행기관: 한국유통과학회
• 저자명: Youcheng WANG
• 간행물 정보: 『유통과학연구(JDS)』제22권 제2호, 51~61쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.02.29

영문 초록

Purpose: This comprehensive study delves into the intricate relationship between customer engagement, perceived risk, and perceived value within China's burgeoning e-commerce livestreaming sector. It focuses on how different customer engagement types in livestreaming influence their perception of value and risk. Research Design, Data, and Methodology: Adopting a convenience sampling approach, this research scrutinizes data collected from 852 consumers actively involved in e-commerce livestreaming shopping. Participants provided their insights through a meticulously designed questionnaire survey. Structural equation modeling helped examine the interplay between customer engagement, perceived risk, and value. Results: Significant impacts of customer engagement on perceived value and risk were found. Observation-based, conversation-based, and action-based engagements enhance perceived risk, while conversation-based and action-based engagement reduce perceived risk. Interestingly, observation-based engagement did not significantly affect perceived risk. The study also uncovered that perceived risk negatively impacts perceived value. Conclusions: The research offers insights into customer behavior and value creation in e-commerce livestreaming. It underscores how different engagement types affect perceived value and risk, aiding e-commerce platforms and businesses in strategy development to improve customer experience and minimize risks, enhancing perceived value in this dynamic sector. Enhances understanding of customer engagement dynamics in China's e-commerce livestreaming, guiding strategic development.

목차

1. Introduction

2. Theoretical background and hypotheses development

3. Research Model and Hypothesis

4. Methodology

5. Results

6. Discussion

7. Conclusion

References

키워드

E-commerce Livestreaming Customer Engagement Perceived Value Perceived Risk Distribution Science