The Effect of the Interactivity of Livestreaming Commerce on Behavior Intention-mediated Social Presence and Relationship Quality

2021 ◽  
Vol 71 (4) ◽  
pp. 69-87
Author(s):  
Mi Young Choi
Keyword(s):  
Relationship Quality ◽  
Social Presence ◽  
Behavior Intention

E-retailer cognitive and emotional relationship quality: their experiential antecedents and differential impact on brand evangelism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ibrahim Al Nawas ◽  
Shadi Altarifi ◽  
Nabil Ghantous
Keyword(s):  
Relationship Quality ◽  
Social Presence ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Growth Strategies ◽  
Content Type ◽  
The Difference ◽  
Brand Evangelism

PurposeLimited knowledge exists on the difference in the antecedents and outcomes of relationship quality's cognitive and emotional aspects for e-retailers. This research tests how utilitarian and hedonic shopping values differentially affect “cognitive and emotional” relationship quality components and how the latter differentially affects word-of-mouth and brand evangelism.Design/methodology/approachOnline survey data were collected from 450 Jordanian online shoppers. Structural equation modeling (AMOS 24.0) was employed to analyze the data.FindingsFirst, e-retailer's informativeness and transaction convenience (i.e. utilitarian values), drive more strongly cognitive than emotional relationship quality, whereas e-retailer's escapism and social presence (i.e. hedonic values) drive more strongly emotional than cognitive relationship quality. Second, emotional relationship quality has a strong significant effect on brand evangelism, whereas cognitive relationship quality's effect is insignificant. Third, there are no statistically significant differences concerning the effect of cognitive and emotional relationship quality on word-of-mouth.Originality/valueThe findings of our research are expected to enhance our understanding of e-retailer relationship quality, its emergence and consequences. They would also provide e-retailers with guidance on how to execute growth strategies by focusing on specific types of brand relationship quality, on the other hand.

scholarly journals Examining the Role of Social Factors and Mooring Effects as Moderators on Consumers’ Shopping Intentions in Social Commerce Environments

SAGE Open ◽  
2020 ◽  
Vol 10 (3) ◽  
pp. 215824402095207
Author(s):  
Rao Muhammad Rashid ◽  
Qurat ul Ain Rashid ◽  
Abdul Hameed Pitafi
Keyword(s):  
Social Support ◽  
Relationship Quality ◽  
Social Presence ◽  
Social Factors ◽  
Structural Equation ◽  
Product Information ◽  
Equation Modeling ◽  
Social Commerce ◽  
Theoretical Understanding

Consumers on social commerce platforms can easily access product information, but these platforms have not attracted potential consumers in emerging economies. Studying the social factors (social support, social presence, and relationship quality) and mooring effects (conformity and personal experience) in social commerce environments is essential for understanding consumers’ intentions. This study examines the role of social factors by integrating mooring effects as moderators in the Chinese model, where fear for the reliability of consumers’ comments is a concern. Quantitative data are collected from Chinese cities ( N = 303) and analyzed through partial least squares–structural equation modeling. The findings demonstrate the validity of social factors and enjoyment. Mooring effects positively influence shopping intentions, and system and service quality positively influences relationship quality and shopping intentions. Finally, mooring effects positively moderate the relationship between social presence, social support, and consumers’ intentions. The findings have theoretical understanding and practical implications.

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