Customer engagement and purchase intention in live-streaming digital marketing platforms

ABSTRACT

The lack of human and social cues and customer engagement impedes traditional e-commerce until the birth of social commerce. This study investigates how customer engagement in live-streaming digital marketing affects purchase intentions. The results of 1726 datasets from two e-commerce platforms suggest that customer engagement is significantly associated with followership and purchase intention in live-streaming digital marketing. Whiles price is a significant moderator, its effects become insignificant on their purchase intentions once consumers become followers. The results highlight the positive impacts of social elements, including likes, chats, visits, and exposure time in social commerce towards transactional (purchase) and non-transactional (followership) benefits. Finally, the paper introduces a new perception of measuring customer engagement in live-streaming digital marketing and calls for further research into this new paradigm of social commerce to promote business and service provisions even with the restrictions of COVID-19.

摘要

在社交商务诞生之前，因为在线渠道缺乏人性化和社会化线索以及客户参与不足等原因制约了电子商务的发展。本研究旨在探讨顾客参与直播营销对消费者购买意愿的影响。来自两个主流电子商务平台的 1726 个用户的问卷调查结果表明，客户参与度与直播营销中的关注和购买意向密切相关。我们发现，虽然价格是这一关系的重要调节变量，但一旦消费者成为直播主的粉丝，其影响就会变得微不足道。研究结果突出了社会性因素的积极效应，包括点赞、聊天、访问和社交商务中对交易（购买）和非交易（关注）利益的曝光时间。另外，本文也引入了一种新的测量客户实时直播数字营销参与的方法，并呼吁未来的研究进一步研究这种新的社交商业模式，因为直播营销可以帮助企业在新型冠状病毒肺炎(COVID-19)疫情期间维持业务或保持业务的增长。

KEYWORDS:

• Customer engagement
• followership
• live streaming
• purchase intention
• digital marketing

关键词:

• 客户参与
• 关注
• 直播营销
• 购买意愿
• 数字营销