ABSTRACT

The lack of human and social cues and customer engagement impedes traditional e-commerce until the birth of social commerce. This study investigates how customer engagement in live-streaming digital marketing affects purchase intentions. The results of 1726 datasets from two e-commerce platforms suggest that customer engagement is significantly associated with followership and purchase intention in live-streaming digital marketing. Whiles price is a significant moderator, its effects become insignificant on their purchase intentions once consumers become followers. The results highlight the positive impacts of social elements, including likes, chats, visits, and exposure time in social commerce towards transactional (purchase) and non-transactional (followership) benefits. Finally, the paper introduces a new perception of measuring customer engagement in live-streaming digital marketing and calls for further research into this new paradigm of social commerce to promote business and service provisions even with the restrictions of COVID-19.

摘要

在社交商务诞生之前，缺乏人类和社会线索以及客户参与阻碍了传统电子商务。本研究调查了客户在直播数字营销中的参与度如何影响购买意图。来自两个电子商务平台的 1726 个数据集的结果表明，客户参与度与直播数字营销中的关注度和购买意愿显着相关。虽然价格是一个重要的调节因素，但一旦消费者成为追随者，其对购买意愿的影响就变得微不足道了。结果突出了社交元素（包括点赞、聊天、访问和社交商务中的曝光时间）对交易（购买）和非交易（追随）利益的积极影响。最后，