Jiangsu Modern Logistics Research Base of Business School, Yangzhou University, Yangzhou, China.
School of Political Science and Public Administration, Suzhou University, Soochow University, Suzhou, China.
PLoS One. 2024 Sep 27;19(9):e0310308. doi: 10.1371/journal.pone.0310308. eCollection 2024.
Since 2019, live e-commerce has experienced significant growth, effectively driving consumption, with various e-commerce platforms, video platforms, enterprises, and businesses venturing into the live e-commerce sector. However, this development has brought forth several issues, one of which prominently pertains to the lack of customer loyalty. Hosts play a crucial role in live e-commerce. To investigate the impact of internet celebrity attributes on platform user loyalty, this study employed a survey questionnaire distributed on internet websites, collecting 200 valid samples. A research model based on the ABC attitude model was constructed, with customer satisfaction and customer trust as mediating variables. The findings indicate that the internet celebrity attributes of network popularity and interactivity positively influence customer loyalty through the mediation of customer satisfaction and customer trust. On the other hand, the host's purpose as an internet celebrity attribute does not directly or indirectly affect customer loyalty. The primary reason for this discrepancy is that the host failed to establish trust and employ suitable methods to attain the goal of selling and promoting products. Consequently, platforms and businesses can enhance the network popularity of hosts through communication media, while fostering their literacy and professional skills. Moreover, strengthening communication and interaction between hosts and customers serves as a foundation for nurturing enduring and positive relationships.
自 2019 年以来，直播电商经历了显著的增长，有效地推动了消费，各种电商平台、视频平台、企业和商家纷纷涉足直播电商领域。然而，这种发展带来了一些问题，其中一个突出的问题是客户忠诚度的缺乏。主播在直播电商中起着至关重要的作用。为了研究网红属性对平台用户忠诚度的影响，本研究采用问卷调查的方式在互联网网站上进行了调查，共收集了 200 份有效样本。构建了基于 ABC 态度模型的研究模型，以顾客满意度和顾客信任为中介变量。研究结果表明，网络知名度和互动性等网红属性通过顾客满意度和顾客信任的中介作用正向影响顾客忠诚度。另一方面，主播的网红属性作为目的并不直接或间接影响顾客忠诚度。造成这种差异的主要原因是主播未能建立信任并采用合适的方法来实现销售和推广产品的目标。因此，平台和企业可以通过传播媒介提高主播的网络知名度，同时培养他们的文化素养和专业技能。此外，加强主播与客户之间的沟通和互动是培育持久积极关系的基础。
