Li, Chao
(2024)
Factors Influencing Customers
Repurchase And Willingness To Pay
More In Live Streaming Commerce The
Moderating Effect Of Emotional
Attachment.
PhD thesis, Universiti Sains Malaysia.
Abstract
Since the advent of advanced Internet technology, live streaming has become a
pivotal tool for brands and sellers to amplify sales and foster customer engagement.
The competitive landscape of live streaming commerce has led to extensive research
into factors influencing customer motivation, purchasing intent, impulsive buying, and
engagement in this context. However, the critical role of emotions, stemming from the
interaction between streamers and customers, has often been overlooked. This study
specifically focused on the role of emotional satisfaction and its drivers in live
streaming commerce, particularly regarding the subsequent impact on customer
repurchase behavior and willingness to spend more in live streaming channels.
Employing the Stimulus-Organism-Behavior-Consequence (SOBC) framework and
the Source Credibility Theory, this study hypothesizes that the characteristics of
streamers, platforms, products, and social aspects were hypothesized as stimuli
influencing consumers’ emotional satisfaction during live streaming shopping
experience. Moreover, this study has explored the moderating effect of consumers’
emotional attachment in repurchase behavior and willingness to spend more in live
streaming channels. This research employed the Partial Least Squares Structural
Equation Modeling (PLS-SEM) as the analytical tool. A comprehensive online survey
involving 521 participants was executed, culminating in 506 valid responses after
outlier removal.
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