Abstract
Live-stream shopping has witnessed a leap in development since the coronavirus disease 2019 outbreak. However, research exploring the determinants of live-stream customer satisfaction remains limited. The current study integrated the information systems success model, argument quality, media richness theory, and the source credibility model to investigate the indicators of customer satisfaction with live-stream shopping. Structural equation modeling and AMOS24 were employed to analyze data collected from 237 Chinese consumers. The results indicate that consumers’ satisfaction with live-stream shopping was determined by the quality of information, services, and arguments. Both source expertise and media richness were significant antecedents of information, service, and argument quality. In addition, social presence mediated the relationships of media richness with information, service, and argument quality. Finally, the mediating roles of trustworthiness in the relationships of source expertise with information, service, and argument quality were confirmed.
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