A Study on the Value Destruction Caused by Incomplete Interaction Behaviors on a Live Shopping Platform

Chen Tser-Yieth, Li Pei-Fang, Hsu Tzu-Han — Fri, 08 Nov 2024 00:00:00 -0600

This study aims to understand the impact of incomplete interaction behaviors on value destruction in online shopping. Incomplete interaction behaviors include incomplete product interaction, incomplete information interaction and incomplete parasocial interaction. Additionally, negative interpersonal and intrapersonal relationships are used as mediators in this study. Views were collected from 522 users in Taiwan who have used livestream platforms for shopping and had negative experiences. An online questionnaire was designed and sent to livestreaming customers, and quota sampling was employed to enhance the sample representativeness. The empirical results were produced by covariance-based structural equation modeling with AMOS and show that incomplete parasocial interaction has the greatest impact on value destruction via negative interpersonal relationships. The negative intrapersonal relationships were not found to have mediation effects in this study. The practical implications for individuals who plan to join the livestream shopping industry are not only able to showcase products, but also appropriately disclose their personas to build relationships with customers and interact with those who show their emotions or views. Managing customer-to-customer interactions in the livestreaming process is equally important, as negative feelings among customers directly result in value destruction. In other words, streamers should focus on training themselves in the aspects of what product and personal information should be disclosed to the public and focus on observing and managing the feelings and emotions of their live customers as well as the consumer-to-consumer relationships.

Brand Hate as a Mediator: The Study of Brand Image and Brand Relationship Quality in Virtual Brand Communities

Noor Hasmini Abd Ghani, Peijing Wang, Nur Izzati Mohamad Anuar — Fri, 08 Nov 2024 00:00:00 -0600

The goal of this study is to look at the relationship between the independent variable brand image, mediated by brand hate, and the dependent variable of brand relationship quality (BRQ) in a virtual brand community. This study adopts a quantitative design using the random stratified sampling method to select 340 Xiaomi cell phone users in China to fill out a questionnaire to collect empirical collection and analyze the interrelationships between the constructs based on PLS-SEM. The results show that of the three dimensions of brand image (functional, symbolic and experiential) in relation to BRQ, only symbolic image has a non-significant relationship with BRQ. Brand hate played a significant mediating role in the relationship between brand image and BRQ. The theoretical and practical contributions are explained for insight enhancement toward the variables involved and further support existing literature. Brand image composition and brand hate composition are closely related to BRQ. In particular, this study aims to determine the factors that affect BRQ in the virtual brand community (VBC) according to the VBC characteristics. Therefore, it is necessary to strengthen the maintenance of brand image, reduce brand hate, and improve the BRQ in the cell phone VBC.

Journal of Management World

A Study on the Value Destruction Caused by Incomplete Interaction Behaviors on a Live Shopping Platform

Brand Hate as a Mediator: The Study of Brand Image and Brand Relationship Quality in Virtual Brand Communities