The Influencing Factors of Online Consumers’ Return Satisfaction

With the development of the Internet, the transactions of the commodities turned out to be digitized, however, the non face-to-face transactions led to one main problem that commodities possibly do not meet the expectation of consumers’, and will then inevitably result the return problem. How to improve the consumers’ return experience and build their trust has become the focus of business considerations. Based on the research model of the influencing factors of online consumers’ return satisfaction, the author studied 1002 after-sales review samples. Through compiling and labeling the sample data, the author quantifies the consumers’ emotion by emotion analysis and then analysis by multiple linear regressions, the paper provides a base for businesses to improve the quality of return service by validating and explaining the research model

An Empirical Study of Convenience, Usefulness, Customer Trust and Customer Loyalty in the Live Streaming Platforms

Purpose: This study examines Live Streaming Platforms in China for convenience, usefulness, customer trust, and customer loyalty. This study was created, analyzed, and summarized using secondary data analysis using an archival study approach to establish a research framework. Research design, data, and methodology: 25 Chinese respondents employed purposive sample techniques and used an online questionnaire to collect the data, then used zoom meetings to ask respondents' opinions. After collecting data, descriptive statistics were used to explain crucial aspects. Results: The results of convenience, usefulness, trust, and loyalty can explain Livestream shopping systems' potential. Live streaming shopping connects factories, suppliers, and consumers directly. Customers can deal with suppliers, influencers, steamers, or net-idols on pricing, quality, custom needs, promotions, discounts, etc. Influencers, steamers, or net-idols entertain and give ideas for selling things while live streaming. Conclusions: The research findings have met the research objectives. This study paper's weaknesses include its China-centric focus. The research findings may only apply to China and no other countries

KEY FACTORS AFFECTING CONSUMER PURCHASE DECISIONS IN TAOBAO LIVE STREAMING COMMERCE IN CHINA

Abstract Live e-commerce is an emerging shopping model in recent years. With the continuous development of live broadcast commerce around the world, live broadcast commerce has become an indispensable part of online shopping for many consumers. Social interaction is a common activity in live broadcast commerce. When there is social interaction between the anchor and consumers or between consumers and consumers, it may have an impact on consumers' purchasing decisions. This study explores how social interactions and consumer reviews of live-streaming commerce influence consumers' purchasing decisions. Based on the current development status of live broadcasting, this article sorts out and summarizes the literature that affects consumers' purchase decisions in live broadcast e-commerce from the two key factors of social interaction and consumer comments. To this end, this study draws on social influence theory and use-gratification theory and uses quantitative research methods to investigate Chinese Taobao live broadcast business users. The findings show that social interaction and consumer reviews have a positive impact on consumer purchasing decisions, and secondly, the study reveals the importance of gender as a moderating factor. Overall, this research reveals the key factors influencing Taobao live commerce purchase decision and provides useful insights to measure live commerce development strategies to provide effective advice on Taobao live commerce. Finally, the paper provides possible enlightenment for the improvement of live e-commerce

Session 3-4-C: Are Lottery Players Affected by Random Shocks? Evidence from China’s Individual Lottery Betting Panel Data

I explore a unique, individual level, lottery betting panel data and show that lottery gambling is significantly affected by lottery winning history even though this winning history is shown to be merely an exogenous random shock. This panel data records lottery players’ collective lottery betting behaviors on a Chinese online lottery purchase website. This website lists each player’s lottery investment performance, the ratio between the lottery return and the lottery investment in the past three months, for lottery players’ reference and this ratio is shown to be an independent random shock across players. Based on the data with around 400,000 observations, I find that this random shock significantly affects lottery players’ purchasing behaviors. Specifically, collective lottery gamblers are significantly more likely to join a lottery package proposed by someone with a higher winning rate; lottery players are spending more money on the proposers with higher return rates

The influence of online celebrity live streaming e-commerce on consumers’ purchase intention

Live streaming e-commerce has exploded in China as a result of the videoization of social networks，becoming an increasingly important marketing tool, where the streamers are frequently Internet celebrities. Previous research has looked at the aspects that influence customers' purchase intentions in live streaming e-commerce. In this study, variables are summarized by combining live streaming features and the celebrity effect of Internet celebrities, and hypotheses are suggested using the SOR model. The goal is to investigate what factors influence consumers' purchase intentions when they watch Internet celebrities in live streaming e-commerce. This study distributed surveys, collected 305 valid questionnaires, and then utilized the tools SPSS.26 and SmartPLS 4.0 to estimate the model. The results demonstrate that the Internet celebrity's interactions, promotion discount, and attractiveness have a significant impact on customers’ purchase intention, with Social Presence and Emotions acting as mediator in the internet celebrity live streaming e-commerce. Finally, towards the end of the work, the theoretical contribution, practical implications, limitations, and future research suggestions are summarized. This study examines the influencing elements of live streaming e-commerce on customers' buy intentions from the standpoint of online celebrity mixed with live streaming, however it does not examine the moderating influence of different commodity categories.Com a visualização de videos colocados nas redes sociais por celebridades, o e-commerce de streaming ao vivo explodiu na China, tornando-se um canal de marketing cada vez mais importante., e os streamers são frequentemente celebridades da internet. Pesquisas anteriores analisaram os aspectos que influenciam as intenções de compra dos clientes no comércio eletrônico de transmissão ao vivo. O objetivo desta disseratção é investigar que factores influenciam a intenção de compra dos consumidores quando assistem aos videos das celebridades na internet. Neste estudo, as variáveis são resumidas combinando recursos de transmissão ao vivo e o efeito celebridade de celebridades da Internet, e hipóteses são sugeridas usando o modelo SOR. Foram considerados 305 questionários válidos, e então usa as ferramentas SPSS.26 e SmartPLS 4.0 para estimar o modelo. Os resultados demonstram que as interações da celebridade da internet, o desconto promocional e a atratividade têm um impacto significativo na intenção de compra dos clientes, com Presença Social e Emoções atuando como mediador no e-commerce de celebridades da internet ao vivo. Por fim, ao final do trabalho, são sumarizadas a contribuição teórica, implicações práticas, limitações e sugestões de pesquisas futuras

Dismantling the Black Box: Understanding Consumers\u27 Motivations for the Usage of Live Streaming Shopping Platform

Capturing consumers’ motivations for using the live streaming shopping platform (LSSP) can help guide the optimization of the platform and enhance shopping experience of consumers while watching live videos. Previous studies on user motivation typically explored technical and psychological antecedents of usage by considering the platform holistically. However, this black-box like treatment to the platform blurs the finer-grained details of consumer usage. This study takes a micro-level approach, disassembling the LSSP into 13 representative design features, and refines nine user motivations based on the uses and gratifications theory. Through collecting 237 questionnaires and employing regression analysis, we reveal the nuanced relationship between platform design features and consumer motivations. Our findings show that different design features are driven by distinct motivations, diverging from overall LSSP usage motivations. This research broadens the scope of LSSP studies, improves platform functionality, and offers practical insights for service providers

Which Location to Register For Sellers in C2C E-Market in China? A Study on Taobao.Com

As there are a large number of sellers and products on C2C shopping websites, consumers are faced with the problem about how to choose the right goods whereas sellers are confronted with the problem concerning how to set up online shops and provide commodities. Based on signaling theory and research findings about regional economics, we put forward an analysis model between the difficulty in identifying quality of goods and the quality signal intensity of geographic location, and make an empirical test by the actual data from Taobao.com. What this study finds is that, under the environment of C2C e-commerce in China, the geography location may affect the distribution of these online stores and their sales performance. For local specialty products, the quantity and the average sales of seller stores from the origin locations are more than those from the other locations; for the branded consumer electronics, the quantity and the average sales of seller stores from the first-tier cities are higher than those from other cities

SEARCH AND PURCHASE IN INFORMATION-OVERLOADED RETAIL ELECTRONIC MARKETPLACE: DOES PRICE AND REPUTATIOIN MATTER?

This study explores buyers\u27 search and purchase behavior in an information-overloaded retail Electronic Marketplace (EMP). Two instrumental variables, i.e. number of visitors and number of sales for an item, are used to represent buyers\u27 search and purchase behavior. Price and reputation, two of the most frequently researched independent variables in EMP studies, are considered. The relationships between the two IVs and the two DVs are verified when transaction items are of search-type and of experience-type. This study is conducted using field data collected from Taobao (the most dominant retail EMP in China). It is found that reputation has consistent positive relationships with two DVs. Price has negative effects on two DVs. However, it might have no impacts in the case of experience-type items. Conclusively, in information overloaded EMP, reputation always matters in influencing buyers\u27 search and purchase behavior, while price only matters in the case of search-type items

Consumers\u27 Repurchase Probability in Online Marketplace: A Belief Updating Perspective

It is commonly recognized that online transactions are “one-shot” transactions. However, a contemporary dataset from a dominant online marketplace in China reveals that averagely 24.3% transactions are repurchase transactions. Given that consumers already have purchase experience with a specific seller, their repurchase behavior may be influenced by both the seller’s reputation and their perceived seller performance. A consequent research question is: Whether and how do these two streams of information jointly affect consumers’ repurchase behavior? We adopt a belief update model, and also collect actual transaction data to examine this research question. Our findings include: (1) both seller reputation and consumers’ perceived seller performance have positive effects on consumers’ repurchase probability; (2) the effect of seller reputation is positively moderated by performance ambiguity; (3) consumers’ perceived seller performance has stronger effects on their repurchase probability when the seller has low reputation (vs. high reputation)