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All Journal Emerging Science Journal
Xin-Mei Ye
1) College of Graduate Studies, Walailak University 222 Thaiburi, Tha Sala, Nakhon Si Thammarat, 80160, Thailand. 2) Business College, Jiangxi Institute of fashion technology, Nanchang, Jiangxi, 330201,
Environmental Science

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The Effect of Physical Cues on Customer Loyalty: Based on the Mediating Effect of Customer Engagement and Value Co-creation Xin-Mei Ye; Hira Batool; Shi-Zheng Huang
Emerging Science Journal Vol 7, No 4 (2023): August
Publisher : Ital Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/ESJ-2023-07-04-020

Abstract

As a new business model, e-commerce live broadcasting has great value in the commercial field. Based on value co-creation theory and the stimulus-organic-response model, this study explores the influence of physical cues in e-commerce live broadcast scenes on customer loyalty. Using the audience of China's e-commerce live broadcasting platform as the research object, 404 valid data points were collected through a questionnaire survey, and a structural equation analysis model was adopted to explore the relationship among the physical clues of the e-commerce live broadcasting scene, customer engagement, value co-creation, and customer loyalty and to verify the mediating effect of customer engagement and value co-creation. The research shows that aesthetic appeal, layout, and function have a positive impact on customer engagement, but financial security has no positive impact on customer engagement. In addition, value co-creation has an intermediary effect, and customer engagement and value co-creation have a double intermediary effect on physical cues and customer loyalty in e-commerce live broadcast scenes. The research not only expands the theory of value co-creation and scene but also provides practical reference value for e-commerce live broadcasting platforms and enterprises and promotes the design of physical cues in e-commerce live broadcasting scenes to improve customer loyalty. Doi: 10.28991/ESJ-2023-07-04-020 Full Text: PDF
Co-Authors Hira Batool Shi-Zheng Huang