Livestreaming commerce service quality measurement and its effect on swift guanxi, trust, and repurchase intention

Abstract

Livestreaming commerce is an important emerging technology that has not been systematically investigated in service marketing research. This study aims to develop livestreaming commerce service quality (LSCSQ) measures and explores the impact of LSCSQ on repurchase intention from swift guanxi and trust perspectives. Four phases are conducted to measure and validate LSCSQ, including item generation, item purification, scale validation, and nomological validity testing. Three rounds of online survey by distributing questionnaires on the Wenjuanxing platform were conducted to collect data. Customers with livestreaming commerce service experience were selected and invited randomly to finish questionnaire. The valid samples in the first, second, and third rounds were 376, 264, and 308 respectively. SPSS 25.0 and SmartPLS 3.0 were employed to analyse data in this study. The results show that cues multiplicity, scene visibility, personalisation, informational fit-to-task, efficiency, empathy, real-time interactivity, language expressiveness, and edutainment are the measurements of LSCSQ. Moreover, LSCSQ positively influence repurchase intention by building swift guanxi and improving trust. This study contributes to the service quality and livestreaming commerce literature and provides theoretical tools for livestreaming retailers to improve their service quality by adopting better targeted strategy.