Developing and Validating a Live Streaming Social Commerce Success Model

Abstract

ABSTRACTThe study was designed to explore the determinants affecting consumer online repurchase intention in the context of live-streaming social commerce. A live streaming social commerce success model was developed and verified empirically using data gathered from an anonymous online survey completed by 202 individuals with experience participating in live streaming social-commerce events on the Facebook Live platform. Based on the results, online repurchase intention was predicted directly by post-consumption positive electronic word‐of‐mouth (eWOM) and customer satisfaction. Moreover, customer satisfaction and perceived value were found to influence online repurchase intention through post-consumption positive eWOM generation. Finally, product quality, comparative price, and perceived entertainment were found to be the primary factors driving customer satisfaction, while product quality and perceived competitive price were found to be predictors of perceived value.KEYWORDS: E-commerce success modellive streaming social commerceonline repurchase intentionpositive eWOM generation Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThe work was supported by the Ministry of Science and Technology, Taiwan [MOST 105-2511-S-018-013-MY3].