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Live streaming E-commerce platform characteristics: Influencing consumer value co-creation and co-destruction
Lei Wang1, Ru-Shui Zhang1, Cheng-Xin Zhang1
1College of Business, Guilin University of Electronic Technology, Guilin 541004, China.
Acta Psychologica
|January 31, 2024
Summary
High-quality live streaming platforms encourage value co-creation and discourage value co-destruction. Platform characteristics like information and interaction quality positively influence perceived value, leading to better consumer engagement.
Area of Science:
- Platform economic models
- Consumer behavior analysis
- E-commerce development
Background:
- Live streaming commerce is a rapidly growing economic model.
- Consumer interaction on e-commerce platforms generates value co-creation.
- Ineffective audits lead to value co-destruction, causing losses for multiple stakeholders.
Purpose of the Study:
- To analyze the impact of live streaming platform characteristics on consumer value co-creation and co-destruction behaviors.
- To investigate the mediating role of perceived value.
- To examine the moderating effect of promotional incentives.
Main Methods:
- Utilized the Stimulus-Organism-Response (SOR) model.
- Collected 212 sample data through questionnaire surveys.
- Employed multiple regression analysis to examine relationships between variables.
Main Results:
- Platform information quality, functional quality, and interactive quality positively impact value co-creation.
- These platform characteristics negatively affect value co-destruction.
- Perceived value mediates the relationship, and promotional incentives enhance it.
Conclusions:
- Enhancing platform information, functionality, and interaction quality promotes consumer value co-creation.
- Live streaming platforms should focus on providing accurate information and improving platform performance.
- Findings offer theoretical insights and practical recommendations for managing consumer behavior in live streaming commerce.
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