Study On Impact Of The Interactivity In Taobao Live Streaming Platform On Customer Satisfaction

With the thriving development of internet technology and the increasing popularity of smart internet,as a new type of e-retailing,e-commerce live streaming has begun to receive attention and becomes a strategic land among many e-commerce companies.Shopping in live streaming studio has become favored by consumers,because compared with the traditional online shopping,live streaming studio provides more variety of interaction and more choices of purchasing.However,the interaction situation and satisfaction in live streaming shopping are sometime complained by consumers about myriad problems.With the increasing popularity of e-commerce live streaming,customer satisfaction improvement in e-commerce live streaming to retain new and old customers has become a practical problem faced by e-commerce companies and merchants.Despite the booming development of e-commerce live streaming,the relationship of interactivity,perceived value and customer satisfaction in e-commerce live broadcasting has not received enough attention,neither received any thorough study from researchers.Based on previous research on traditional online shopping,this paper reviews and summarizes the literature and research related to interactivity,perceived value and customer satisfaction.Studies in this paper focus on Taobao Live Streaming Platform,then we refine the interactivity in Taobao Live into four elements: product presentation,promotion campaign,responsiveness,and shopping guidance.Perceived value is subdivided into perceived utilitarian,perceived hedonic and perceived risk.On this basis,a customer satisfaction model is constructed,and hypotheses are proposed.Then use questionnaire survey method to collect research data,applied with descriptive statistical analysis,reliability test,exploratory factor analysis,regression analysis,mediating effect analysis and other empirical analysis methods to validate the proposed relationship between interactivity,perceived value and customer satisfaction,the following empirical conclusions are obtained:1.Except shopping guidance,the other three elements of interactivity all have significant positive influence on customer satisfaction.2.Product presentation,promotion campaign and responsiveness have significant positive influence on perceived utilitarian;Product presentation and responsiveness have significant positive influence on perceived hedonic,while product presentation and responsiveness have significant negative influence on perceived risks.3.Perceived utilitarian and perceived hedonic have significant positive influence on customer satisfaction,while perceived risks has significant negative influence on customer satisfaction;additionally,all three perceived values play mediation role in the influence of interactivity on customer satisfaction.4.The individual characteristics of customer differ greatly in their evaluation of interactivity,perceived value,and customer satisfaction.Finally,based on the above conclusions,this paper gives useful countermeasures on how to improve customer satisfaction from the interactivity perspective,then improve customer experience and increase customer satisfaction.