Research On Taobao Live Customer Satisfaction And Loyalty

In recent years,live streaming is developing rapidly.Watching live streaming has gradually become a popular online shopping method for consumers.Taobao live streaming is the first online shopping platform to enter the field of live streaming of e-commerce.Although it has been working for many years in the field of live streaming,in recent years,many other business platforms such as JingDong,KuaiShou and other short video platforms are struggling to enter the live streaming of e-commerce.Taobao is facing great competition pressure in the field of live streaming of e-commerce.In order to help improve the user satisfaction and loyalty of Taobao live streaming,this thesis studies the factors affecting the user satisfaction and loyalty of Taobao live broadcast from the perspective of customer engagement.According to the traditional customer satisfaction model,combined with the concept of customer engagement,and according to the actual business characteristics of Taobao live streaming,this thesis constructs the user satisfaction and loyalty model of Taobao live streaming.In this study,according to the characteristics of e-commerce live,the perceived quality in the traditional customer satisfaction model is further divided into product quality,service quality,interaction quality,entertainment quality and atmosphere quality;Customer engagement is further divided into cognitive engagement,emotional engagement and behavior engagement;Customer loyalty is further divided into attitude loyalty and behavior loyalty.On the basis of model construction,referring to domestic and foreign literature and combined with the characteristics of Taobao live streaming,the measurement scale of Taobao live streaming user satisfaction and loyalty is designed.The scale is adjusted accordingly through pre investigation,and the questionnaire is distributed and collected by using the "questionnaire star"platform.After the questionnaire data is collected,the reliability,validity and fit of the model are tested.After passing the test,Amos software is used to analyze the survey data.The results show that product quality,service quality and interaction quality have a significant positive impact on customer satisfaction;Customer cognitive engagement,emotional engagement and behavioral engagement have a significant positive impact on customer satisfaction;Customer cognitive engagement,emotional engagement and behavioral engagement have a significant positive impact on customer attitude loyalty;Customer cognitive engagement,emotional engagement and behavioral engagement have a significant positive impact on customer behavior loyalty;Product quality,service quality,interaction quality,entertainment quality and atmosphere quality have significant positive effects on customer cognitive engagement,emotional engagement and atmosphere engagement;Customer satisfaction has a significant positive impact on customer attitude loyalty and customer behavior loyalty;Customer attitude loyalty has a significant positive impact on customer behavior loyalty.According to the research conclusion,combined with the current operation situation of Taobao live streaming,this thesis puts forward targeted suggestions to improve Taobao live streaming user satisfaction and loyalty:(1)Establish a strict selection system,ensure product quality,improve service quality,and form a fast and safe logistics distribution system.The quality of the products sold by Taobao live streaming,the quality of after-sales service,the safety and timeliness of logistics distribution have a significant positive impact on user satisfaction.Whether the selection is strict,whether the after-sales service is considerate,and whether the logistics distribution is fast will directly affect users’ satisfaction with Taobao live streaming.(2)Enhance the interaction between live streaming rooms and create a sense of shopping presence and closeness for users.Taobao live streaming should focus on cultivating the anchor’s explanation skills and professionalism.When users ask questions about products,the anchor should quickly answer users’ questions.According to the number of fans in the live streaming room,the live streaming room can also be equipped with corresponding online question answering personnel to answer the questions raised by users in time in the form of bullet screen reply.At the same time,set up a point system to encourage users in the live broadcasting room to help answer the questions of other users and promote the interaction between users in the live broadcasting room.(3)Enhance the entertainment of the live broadcast room and enhance the enthusiasm of users to watch Taobao live streaming.Taobao live streaming can regularly invite major stars and online celebrities to the live streaming room,allowing users to actively interact with invited guests during the live streaming;In addition to professional explanations on commodities,the anchor often shares life experience and entertainment gossip with the audience to win the favor and trust of users;Design diversified live broadcast scenes to avoid the same live broadcast style and anchor characteristics.The live broadcast content and anchor style of different product lines should be different.(4)Promote customer engagement and boost customer satisfaction and customer loyalty.Taobao live broadcasting should actively change the service concept and gradually transform users from the initial buyers to supporters of Taobao live streaming.Finally,Taobao live broadcasting forms a community of interests with users.Taobao live broadcast course adopts appropriate incentives to guide and promote users to actively interact with the platform.Through the communication and interaction between the platform and users,users will be transformed into users and partners of Taobao live streaming,forming an ecological chain of "purchase--recognition-engagement--cooperation".