Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)

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Live E-Commerce Multi-entity Value Co-creation Behavior: A Consumer Engagement Motivation Perspective

Authors
Yu-miao Chang1, 2, Ying Zhu1, 2, *, Hui Li2
1Nanjing University of Technology, Nanjing, 211816, Jiangsu, China
2Business School of Yancheng Teachers University, Yancheng, 224007, Jiangsu, China
*Corresponding author. Email: 1916992305@qq.com
Corresponding Author
Ying Zhu
Available Online 10 November 2022.
DOI
10.2991/978-94-6463-005-3_12How to use a DOI?
Keywords
Live e-commerce; Value co-creation behavior; Consumer engagement motivation; Multi-subject
Abstract

Consumers, anchors, platforms, manufacturers, and other multi-type subjects constitute the value co-creators of e-commerce live streaming. The virtual presence and real-time interaction between multiple subjects and consumers through the live e-commerce scene directly convert traffic into sales and become an important driver of consumption growth. Starting from the intrinsic drivers of consumer engagement, such as trust motivation, interest motivation, and emotion motivation, the value co-creation behavior model of live e-commerce was constructed and validated using questionnaire data and AMOS software. The results show that: all engagement motivations have a significant positive impact on interaction and cooperation. In terms of standard path coefficients: interest motivation > trust motivation > emotion motivation. There is no significant direct effect of engagement motivation on co-creation behavior. However, there is a significant effect on co-creation behavior through the mediating effect of experience value, and the coefficient value of the mediating effect is significantly larger than that of the direct effect coefficient.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)
Series
Atlantis Highlights in Engineering
Publication Date
10 November 2022
ISBN
978-94-6463-005-3
ISSN
2589-4943
DOI
10.2991/978-94-6463-005-3_12How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yu-miao Chang
AU  - Ying Zhu
AU  - Hui Li
PY  - 2022
DA  - 2022/11/10
TI  - Live E-Commerce Multi-entity Value Co-creation Behavior: A Consumer Engagement Motivation Perspective
BT  - Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)
PB  - Atlantis Press
SP  - 109
EP  - 122
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-005-3_12
DO  - 10.2991/978-94-6463-005-3_12
ID  - Chang2022
ER  -