Short answer
Prioritize strategies that enhance perceived value across utilitarian, hedonic, and social dimensions to cultivate consumer trust and drive repeat purchases in live-streaming e-commerce environments.
- Field
- Innovation & Markets
- Source
- Sustainability (2023)
- Method
- Quantitative survey research
- Sample
- Not specified in abstract, but stated as 'Data of Chinese users were collected by questionnaire survey'.
- Evidence
- Strong effect
Consumers are more likely to make repeat purchases in live-streaming e-commerce when they perceive high utilitarian, hedonic, and social value, as this perception builds trust in both the streamer and the product. This innovation & markets research insight is drawn from a 2023 study published in Sustainability. Using Quantitative survey research with Not specified in abstract, but stated as 'Data of Chinese users were collected by questionnaire survey'., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize strategies that enhance perceived value across utilitarian, hedonic, and social dimensions to cultivate consumer trust and drive repeat purchases in live-streaming e-commerce environments.
Perceived value in live-streaming e-commerce drives repeat purchases through enhanced consumer trust.
Consumers are more likely to make repeat purchases in live-streaming e-commerce when they perceive high utilitarian, hedonic, and social value, as this perception builds trust in both the streamer and the product.
Sustainability · 2023
Key Findings
- 01Perceived utilitarian, hedonic, and social value positively influence trust in the streamer.
- 02Perceived utilitarian and social value positively influence trust in the product.
- 03Trust in the streamer positively influences trust in the product.
- 04Consumer trust (in streamer and product) partially mediates the relationship between perceived value and continuous purchase intention.
Application
Design takeaway
Prioritize strategies that enhance perceived value across utilitarian, hedonic, and social dimensions to cultivate consumer trust and drive repeat purchases in live-streaming e-commerce environments.
How to apply
When designing live-streaming e-commerce strategies, ensure that product demonstrations highlight practical benefits, the streamer's personality creates an engaging and enjoyable atmosphere, and opportunities for audience interaction and community building are present.
Project actions
- 01When researching consumer behavior in online retail, consider how different types of value (practical, enjoyable, social) might influence trust and loyalty.
- 02If designing a live-streaming experience, think about how to make the streamer relatable and the product information clear and compelling.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust theoretical framework (SOR model).
- +Investigates multiple dimensions of perceived value and their impact on trust and purchase intention.
Limitations
The study's findings are specific to the cultural context of Chinese users and may not apply directly to other markets. The abstract does not detail the specific survey instruments used.
Reliability & validity
The study's reliability would depend on the consistency of responses across participants using the same survey instruments. Validity would be supported if the measures accurately capture the intended constructs (perceived value, trust, purchase intention) and the relationships hypothesized by the SOR model.
Think critically
To what extent might the perceived authenticity of the streamer influence the impact of hedonic and social value on consumer trust?
Design Principles
"The perceived value of an offering, encompassing its functional utility, experiential pleasure, and social relevance, is a key determinant of consumer trust and subsequent behavioral intentions."
Understanding the drivers of consumer trust and repeat purchase intention is crucial for businesses operating in the rapidly evolving live-streaming e-commerce space. By focusing on delivering tangible benefits, enjoyable experiences, and a sense of community, brands can foster loyalty and sustained engagement.
What This Means for Your Design
Live shopping works best when people feel they're getting a good deal, having fun, and feel connected. This makes them trust the seller and the stuff they're selling, so they'll come back for more.
How to use in your project
- 1.This study provides a framework for investigating how perceived value and trust impact consumer behavior in digital marketplaces, which can be adapted to analyze your own design project's target audience.
Add to My Project
Quick Cite
Paragraph starter
This research highlights the critical role of perceived value in live-streaming e-commerce, demonstrating that utilitarian, hedonic, and social value significantly enhance consumer trust in both the streamer and the product. This trust, in turn, positively influences consumers' willingness to make repeat purchases, suggesting that a holistic approach to value creation is essential for fostering customer loyalty in this dynamic market.
Source
Sustainability
Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust
journal · 2023
View sourceQuestions About This Research
- What does the research say about perceived value in live-streaming e-commerce drives repeat purchases through enhanced consumer trust?
- Prioritize strategies that enhance perceived value across utilitarian, hedonic, and social dimensions to cultivate consumer trust and drive repeat purchases in live-streaming e-commerce environments. Evidence: Sustainability (2023).
- Why does "Perceived value in live-streaming e-commerce drives repeat purchases through enhanced consumer trust." matter for design?
- Understanding the drivers of consumer trust and repeat purchase intention is crucial for businesses operating in the rapidly evolving live-streaming e-commerce space. By focusing on delivering tangible benefits, enjoyable experiences, and a sense of community, brands can foster loyalty and sustained engagement.
- How can designers apply this research?
- Prioritize strategies that enhance perceived value across utilitarian, hedonic, and social dimensions to cultivate consumer trust and drive repeat purchases in live-streaming e-commerce environments.
- What were the main findings?
- Perceived utilitarian, hedonic, and social value positively influence trust in the streamer.. Perceived utilitarian and social value positively influence trust in the product.. Trust in the streamer positively influences trust in the product.. Consumer trust (in streamer and product) partially mediates the relationship between perceived value and continuous purchase intention.
- What research method was used?
- Quantitative survey research with Not specified in abstract, but stated as 'Data of Chinese users were collected by questionnaire survey'..
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from Sustainability.
- What should I do differently in my next project?
- When designing live-streaming e-commerce strategies, ensure that product demonstrations highlight practical benefits, the streamer's personality creates an engaging and enjoyable atmosphere, and opportunities for audience interaction and community building are present.
- What are the limitations?
- The study focused on Chinese users, so findings may not be universally generalizable. The specific metrics for 'perceived value' and 'trust' were not detailed in the abstract.