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Cited by 259

The DOI matches its Crossref record; 90 of the 90 references it cites were found in a registry or an index.

How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective

Open access
Zheng, Run, Li, Zhuyuan, Na, Sanggyun·2022·Journal of Retailing and Consumer Services
DOI 10.1016/j.jretconser.2022.103015
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Abstract

In the emerging retail market, e-tailers operating in developing economies have to cope with the rapid use of the Internet, new electronic purchasing methods and online selling platforms. However, e-tailers do not understand the effect patterns in which customer engagement on purchase intention and customer acquisition. From e-tailers’ perspective, this study explores how customer engagement behaviors are related to both purchase intention and customer acquisition. We obtained live streaming data in the mature e-tail live streaming market environment and found empirical evidence supporting the conceptual framework through regression model analysis. The analysis results show that the specific indicators of the customer engagement are not all positively related to customer purchase intention and customer acquisition, and it is worth noting that the influence of “like” behavior on customer acquisition is no statistical significance. This is expected to encourage e-tailers to rethink their focus on customer acquisition and sales enhancement digital strategies as they operate in emerging markets.

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Metadata

Authors
Zheng, R., Li, Z., & Na, S.
Venue
Journal of Retailing and Consumer Services
Publisher
Elsevier BV
Published
2022-09
Volume
68
Pages
103015
ISSN
0969-6989 (ISSN-L)
DOI
10.1016/j.jretconser.2022.103015
OpenAlex
W4280617601
Cited by
259
References
90
FWCI
73.13
Type
journal article
Language
en
Open access
hybrid

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CoChat. (2026). Citation check: How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective. https://app.cochat.ai/papers/10.1016/j.jretconser.2022.103015
The paper
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2022.103015

Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.