The Role of Live Streaming in Building Consumer Trust and Engagement
Journal of Business Research xxx (xxxx) xxx–xxx Contents lists available at ScienceDirect Journal of Business Research journal homepage: www.elsevier.com/locate/jbusres The role of live streaming in building consumer trust and engagement with social commerce sellers ⁎ Apiradee Wongkitrungruenga, , Nuttapol Assarutb a Business Administration Division, Mahidol University International College, 999 Phutthamonthon 4 Road, Salaya, Nakhonpathom 73170, Thailand b Marketing Department, Chulalongkorn Business School, Phyatai Road, Pathumwan, Bangkok 10100, Thailand ARTICLE INFO ABSTRACT Keywords: Live streaming services (e.g., Facebook Live), whereby video is broadcast in real time, have been adopted by Social commerce many small individual sellers as a direct selling tool. Drawing on literature in retailing, adoption behavior, and Shopping value electronic commerce, this paper proposes a comprehensive framework with which to examine the relationships Customer trust among customers' perceived value of live streaming, customer trust, and engagement. Symbolic value is found to Customer engagement have a direct and indirect effect via trust in sellers on customer engagement, while utilitarian and hedonic values Live streaming are shown to affect customer engagement indirectly through customer trust in products and trust in sellers sequentially. Elucidating the role of live streaming in increasing sales and loyalty, these findings suggest dif- ferent routes through which small online sellers can build customer engagement with two types of trust as mediators. Theoretical and managerial implications of this analysis for social commerce are further discussed at the conclusion of this paper. 1. Introduction Yu, 2006). Some online sellers are trying to address such customer concerns by allowing the return of products, or by using third-party Today, social networking sites (hereafter, “SNSs”) such as Facebook, payment processors or cash on delivery.
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