How does sports e-commerce influence consumer behavior through short video live broadcast platforms? Attachment theory perspective
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 22 January 2024
Abstract
Purpose
Based on the “S-O-R” and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers' psychological conditions, and explores how platform attributes affect consumer behavior through consumer attachment.
Design/methodology/approach
The study carried out questionnaire survey through the “snowball” method, and a total of 422 valid questionnaires were collected. The paper uses SPSS 26.0 and AMOS 26.0 to adapt the data and model, and adopts the method of structural equation modeling for analysis.
Findings
The research results show that the interactivity, identity, personalization and entertainment of live sports e-commerce platforms can actively stimulate consumer attachment, and directly drive their consumption behavior through their attachment.
Practical implications
Examining the platform attributes and system functions of short video live broadcast e-commerce from the perspective of consumer attachment can help sports e-commerce understand consumers' needs and satisfaction with the functions provided by the platform. Through timely optimization and improvement of system functions, the platform will make the connection between consumers and e-commerce closer, thereby increasing consumer stickiness and promoting the vigorous development of sports e-commerce.
Originality/value
This study identified and defined the platform attributes contained in the sports live broadcast e-commerce platform, combined the S-O-R model with the attachment theory, expanded the analytical framework of the S-O-R theory and made contributions to the extension of the attachment theory.
Keywords
Acknowledgements
Throughout the writing of this paper the authors have received a great deal of support and assistance.
First of all, the authors gratefully acknowledge the financial supports by the National key research and development plan of China under grant number 2020YFC2006806.
The authors would like to give heartfelt thanks to the supervisor, Mr. Wang Xianliang, whose suggestions and encouragement has given the authors much insight into these translation studies.
The authors are also extremely grateful to all friends and family who have kindly provided assistance and companionship in the course of preparing this paper.
Finally, the authors are really grateful to all those who devoted much time to reading this thesis and gave the authors much advice, which will benefit them in their later study.
Citation
Jiao, S., Wang, X., Ma, C. and Deng, Y. (2024), "How does sports e-commerce influence consumer behavior through short video live broadcast platforms? Attachment theory perspective", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-08-2023-0777
Publisher
:Emerald Publishing Limited
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