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A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong

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Abstract

With the rapid development of livestreaming commerce in China, consumers spend an increasing amount of time watching and purchasing on the platform. This study examines the development of customer satisfaction and cognitive assimilation through live streaming by considering the drivers from perceived serendipity, affective and cognitive perspectives. Consumer value, which consists of utilitarian, hedonic, and social components, is an appropriate framework to adopt in studying effects of livestreaming commerce broadcast, because it includes all major benefits of watching livestreaming simultaneously. Survey data were collected from 453 respondents with livestreaming shopping experience in Hong Kong. Partial least squares structural equation modeling was applied to test the proposed relationships in this study. Our results suggest that the perceived serendipity, quality of presentation and social presence of livestreaming shopping can enhance customers’ satisfaction and cognitive assimilation through consumer values. The findings can help practitioners design more effective approaches for livestreaming e-commerce.

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Notes

  1. The authors would like to acknowledge the research fund provided by Proactive Think Tank Limited (BA/RS/2020/003) and the support from the Enterprise and Social Development Research Centre.

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Funding

Funding is provided by Proactive Think Tank Limited (Grant No. BA/RS/2020/003).

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  1. Department of Business Administration, Hong Kong Shue Yan University, Hong Kong, China

    Mark Ng, Monica Law, Lubanski Lam & Celine Cui

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  1. Mark Ng
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Ng, M., Law, M., Lam, L. et al. A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong. Electron Commer Res 23, 1565–1590 (2023). https://doi.org/10.1007/s10660-022-09656-3

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