Socio-technical systems and trust transfer in live streaming e-commerce: analyzing stickiness and purchase intentions with SEM-fsQCA

Live streaming has gained substantial significance in the e-commerce realm, attracting the attention of scholars due to its profound impact on the consumer decision-making journey. However, previous studies have not sufficiently investigated into the complex of marketing strategies through trust transfer mechanisms and socio-technical aspects, considering the dynamic nature of the live streaming e-commerce environment. Grounded on the socio-technical system theory, this research develops a research framework that centers on the exploration of interactivity, entertainment, and visualization as catalysts for trust transfer in live streaming. Trust transfer is conceptualized as advancing from cognitive trust to affective trust. Cognitive trust is proposed as a mediating factor bridging socio-technical system constructs to affective trust, ultimately shaping stickiness behavior and purchase intention in the live streaming context. To test the hypotheses, this study collected data from 682 participants in Indonesia and employed a hybrid analysis approach, combining SEM and fsQCA. The SEM results confirm that socio-technical system constructs significantly predict cognitive trust but do not directly impact affective trust. Instead, cognitive trust plays a full mediating role in transforming trust rooted in emotional bonds within the live streaming environment. Furthermore, both cognitive and affective trust exhibit a significant influence on the formation of stickiness behavior and the driving of purchase intention in the domain of live streaming e-commerce. The findings from fsQCA validate diverse configurations that shape stickiness behaviors and purchase intention, enriching marketing and communication strategies within the live streaming context. Additionally, the fsQCA configurations suggest varying conditions for high and low desired outcomes in stickiness and purchase intention, offering a comprehensive understanding of consumer behavior in live streaming e-commerce. This research makes substantial contributions to both theoretical understanding and marketing practice by providing an extensive discussion of configuration combinations that offer enhanced insights into the study's findings

WHAT WE LEARN ABOUT HOSPITAL SERVICE QUALITY DURING PANDEMIC COVID-19: AN INVESTIGATION OF SATISFACTION POST-PANDEMIC SITUATION

During the COVID-19 pandemic, hospitals provided vital health services to the community. This is especially true for patients who have been exposed to COVID-19. There is considerable literature on hospital patient satisfaction, but the practical details of how service quality affects patient satisfaction during the COVID-19 pandemic require further investigation. In light of this, this study proposes a model of patient satisfaction based on the quality of service provided during the COVID-19 pandemic. To collect data, a questionnaire was administered to 200 hospital patients treated during the COVID-19 pandemic. In order to analyze the data, SPSS 25 software was used to perform multiple regression analysis. It was found that empathy had the most significant impact on patient satisfaction. Despite this, it appears that patients do not prioritize the physical facilities, responsiveness, or reliability of a hospital since these factors do not significantly impact patient satisfaction. The assurance factor is one of the factors that negatively impact satisfaction. Accordingly, this study recommends that hospitals provide services to patients emphasizing assurance, responsiveness, reliability, and physical facilities in order to increase patient satisfaction during the COVID-19 outbreak. As the improvement in service quality will affect patient satisfaction, it will also affect the patient's confidence in the hospital

Understanding consumers’ addiction to online mobile games and in apps purchase intention: Players stickiness as the mediation

Research on consumer behavior, particularly on online mobile games, is an emerging topic that must be more deeply explored. As a relatively new topic, the approach and discussion of consumer behavior based on the online mobile games environment challenge researchers to describe it in a theoretical study. This research investigates the user's addiction to online mobile games (OMG) in apps purchase intention through a stickiness mediation variable. The samples were determined by using purposive random sampling, which consisted of gamers or people who were playing online mobile games and ever purchase a games feature. Therefore, a total of 439 responses were collected through an online survey. This research employs SmartPLS 2.0 to test both measurement and structural models. The results showed that the addiction to online mobile games influenced app purchase intention, and stickiness also mediated the relationship between addiction to online mobile games and app purchase intention. The contribution of this research emphasizing that the addiction to online mobile games had become a behavior that created stickiness and intention is also discussed in this research

MEDIASI VARIABEL KREDIBILITAS MEREK DALAM MENGANALISIS PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP EVALUASI MEREK: Sebuah Studi Kasus Pada Pengguna Smartphone Samsung di Kota Medan

This study aimed to examined the effect of Electronic Word-Of-Mouth on Samsung brand evaluation moderated brand credibility. The population in this study is infinite numberwhich contained by all the people who are using the Samsung products in Medan. The number of samples used in this study are 100 respondents with technique of determining the sample is purposive random sampling with judgment sampling method that researchers use certain criteria that will be used as a sample in this study. The type of research used in this study is the type of causality research. The independent variable in this research is electronic word-of-mouth, and the dependent variable is the brand evaluation and the moderation/intervening variable is brand credibility. The results showed that partially electronic word-of-mouth has a positive and significant effect on brand credibility, electronic word-of-mouth have positive and significant effect on brand evaluation, brand credibility has a positive and significant impact on brand evaluation, electronic word-of- mouth has a positive and significant influence on brand evaluation with brand credibility as a moderating variable. In addition, the results of this study also indicate that there is an indirect effect of the more dominant electronic word-of-mouth on brand evaluation through brand credibility is 0.529. The conclusion in this research is E-WOM not directly against Samsung brand evaluation in Medan. Suggestions for further research are to add more independent variables and use SEM analysis tools with more objectives in research objectives and targets

How Instagram Influencers Contribute to Consumer Travel Decision: Insights from SEM and fsQCA

In recent years, social media influencers (SMIs) have become independent entities capable of influencing their audiences. Businesses look towards SMIs on Instagram as a marketing communication tool due to their popularity and effectiveness. In tourism, few studies investigate the role of SMI in influencing travel behaviors. The study examines how SMI can influence Instagram followers' travel behaviors. This study determined SMI based on attractiveness, similarity, and expertise. SMI can generate parasocial interactions with followers and build trust by promoting destinations based on these three dimensions. This study tested the research hypothesis on 364 respondents using a dual-approach analysis of structural equation modeling and fuzzy set qualitative comparative analysis. The results of the SEM analysis confirm that consumers were more likely to trust SMI based on their expertise and similarity. Also, this study demonstrated that highly attractive SMI and similarity with followers can lead to parasocial interactions. When consumers trust and feel parasocial interaction with SMI, they are more likely to consider traveling. FsQCA results confirm the presence of two configurations with high travel intention. The causal conditions configuration presented in this study demonstrated the interdimensional relationship between SMIs (attractiveness, similarity, and expertise), trust, and parasocial interaction in terms of travel intention. This study also achieved theoretical contributions and managerial implications on how scholars and tourism managers leverage SMIs to create high travel intentions. Doi: 10.28991/ESJ-2023-07-01-02 Full Text: PD

Engaging audiences in real-time: The nexus of socio-technical systems and trust transfer in live streaming e-commerce

This study investigates the growing landscape of live streaming e-commerce, addressing a significant gap in the literature by exploring the interplay between social and technical factors in building trust and their substantial impact on customer engagement behavior (CEB). Grounded in a socio-technical theory framework, the study employs structural equation modeling to analyze data from Indonesian participants (N = 361) active in the e-commerce live streaming ecosystem. The findings reveal the essential role of socio-technical systems in developing trust, highlighting the emergence of trust in streamers as a crucial factor in extending trust to the products promoted. This trust significantly influences CEB, enabling consumers to actively contribute to the live streaming e-commerce ecosystem. Beyond its academic value, the study offers practical insights for industry practitioners by providing actionable strategies to build effective trust in streamers by integrating social and technical factors. These strategies, derived from the findings, aim to enhance long-term customer engagement and foster success in e-commerce live streaming. The research fills a critical scholarly gap and provides vital guidance for industry stakeholders in this rapidly changing digital marketplace

A business model predicting the impact of live-stream marketing on firms' stock price - An event study

Live stream marketing in China has been in the rage since 2019, and the e-commerce industry has expanded dramatically since the start of the pandemic. Internet celebrities, a growing number of people from different walks of life, movie stars, and TV hosts are now joining as live streamers. In February 2020, China's A-share stock market's Internet celebrity live streaming index rose by more than 20%. However, does adopting live stream marketing really have positive and significant impact on stock prices of listed companies? This study used event study analysis to investigate the impact of live stream marketing on stock prices of listed companies. After computing the normal rate (NR), abnormal rate (AR), cumulative average abnormal return (CAAR) of the subjects using EXCEL and SPSS and conducting a significant analysis of the CAAR, this study found that live stream marketing events have a positive influence on stock prices of listed companies.Live streaming has brought new economic vitality, however, with the existence of chaos phenomenon on the unmatured industry standards, access thresholds, and industry management at the same time. This study tries to organize a conceptual framework for discussion, and from a practical perspective, to summarize the reasons why companies use live stream marketing to influence stock prices: (1) Live stream marketing can boost sales in a short amount of time. (2) The stock price is influenced by live stream marketing's dramatic sales. (3) Brand awareness, which helps forecast the stock price, is promoted.At the same time, live stream provides significant advantages for companies. However, there is no certain supporting business model predicting how live stream marketing significantly affects the companies' stock price. Therefore, the authors, from a theoretical perspective, tried to solve the problem by seeking a stable business model for predicting the influence of live stream marketing on the stock price.In short, the influence of internet celebrity marketing has become a new significant variable and greatly impacted the firm's stock market price and the relevant research regarding this phenomenon is still scarce; it is necessary to study this hot topic at this stage, which is the research motive of this study

Traditional restaurant managers’ use of sensory marketing to maintain customer satisfaction: Findings from PLS-SEM and fsQCA

AbstractThe sensory experience is the initial step in creating memorable dining experiences for consumers in traditional restaurants. However, the question remains as to how managers should best combine the five senses to satisfy customers. More research is needed to determine how sensory cues can be used in marketing strategies. By applying five sensory marketing to traditional restaurants, this study proposes a model for satisfying customers. In addition, it aims to leverage methodologies that ultimately lead to customer satisfaction based on sensory marketing that can serve as guidelines for restaurant managers. The study hypotheses were tested on a sample of 525 Indonesians who dined at traditional restaurants. Data analysis was conducted using structural equation modelling with Smart-PLS 4.0 and fuzzy set qualitative comparative analysis (QCA) 3.0. The results indicated that olfaction and haptics are significant factors in customer satisfaction, whereas visual, taste, and auditory are not. According to the QCA findings, two configurations were associated with high satisfaction outcomes, while two others were associated with low satisfaction outcomes. As a theoretical and managerial contribution, this study provides guidance to scholars and managers interested in improving satisfaction in traditional restaurants through sensory marketing techniques

Demystifying Tourists’ Intention to Visit Destination on Travel Vlogs: Findings from PLS-SEM and fsQCA

With the advent of digital technologies (i.e., social media), tourism has evolved its marketing strategies. Even though published literature discusses the importance of tourism content on social media from various consumer perspectives, much more work must be done to examine how consumers make travel decisions based on tourism content. This study proposes a model for analyzing travel intent based on consumer motivations (e.g., novelty, entertainment, and relaxation) to watch social media travel videos. Consumers' travel intentions are influenced by trust and parasocial relationships. Through an online survey, 215 responses were collected and analyzed using a structural equation modeling (SEM) approach using Smart-PLS 3.0 and fuzzy set qualitative comparative analysis (fsQCA). In the study, relaxation ranked most highly among the three motivations for viewers to watch travel videos on YouTube for building parasocial relationships. In contrast, consumers seeking entertainment are more likely to form trust, which will result in consumers' intentions to travel. Based on intermediate solutions generated by the fsQCA, two causal configurations can be used to explain consumer travel decisions influenced by social media tourism content. The study also discusses theoretical and practical guidelines in depth.   Doi: 10.28991/ESJ-2023-07-03-015 Full Text: PD