Yang Zihan, Liu Vincenzo, Lyu Chan
School of Business, Macau University of Science and Technology, Macau, China.
Behav Sci (Basel). 2024 Jul 21;14(7):621. doi: 10.3390/bs14070621.
In China, the integration of livestreaming into restaurant marketing has transitioned from mere entertainment to a vital business tool. This study examines the influence of social sharing value (SSV) on customer attitudes and behavioral intentions within the context of restaurant livestreams, applying the stimulus-organism-behavior-consequences (SOBC) model. Analyzing data from 1139 livestream viewers using partial least squares-path modeling (PLS-PM), the results reveal that SSV significantly enhances viewers' trust, satisfaction, word of mouth (WOM), and behavioral intentions. Trust was shown to elevate satisfaction, which, in turn, positively impacts WOM and purchase intentions. Among the SSV's components, brand intimacy emerged as highly influential. Notably, behavioral intention was found to significantly influence WOM activities, underscoring the critical role of proactive customer behaviors in promoting the brand. This study extends social exchange theory by quantifying relationship quality and adapting it to digital consumer interactions in the restaurant industry. The findings highlight the importance of cultivating SSV to bolster customer trust and satisfaction, thereby enhancing loyalty and advocacy. Effective engagement through livestreaming can amplify brand intimacy, establishing it as an indispensable strategy for maintaining competitiveness in the restaurant sector.
在中国，将直播融入餐厅营销已从单纯的娱乐转变为一种重要的商业工具。本研究运用刺激—机体—行为—结果（SOBC）模型，考察了社交分享价值（SSV）在餐厅直播背景下对顾客态度和行为意图的影响。通过偏最小二乘路径建模（PLS-PM）分析了1139名直播观众的数据，结果显示，社交分享价值显著提高了观众的信任度、满意度、口碑（WOM）和行为意图。研究表明，信任提升了满意度，进而对口碑和购买意图产生积极影响。在社交分享价值的构成要素中，品牌亲密度具有高度影响力。值得注意的是，行为意图被发现对口碑活动有显著影响，这凸显了积极的顾客行为在品牌推广中的关键作用。本研究通过量化关系质量并将其应用于餐饮行业的数字消费者互动，扩展了社会交换理论。研究结果强调了培养社交分享价值以增强顾客信任和满意度的重要性，从而提高忠诚度和口碑。通过直播进行有效互动可以增强品牌亲密度，使其成为餐饮行业保持竞争力不可或缺的策略。
