Cognitive assimilation and satisfaction with live streaming commerce broadcast in Hong Kong

Abstract

Live streaming commerce is an increasingly popular marketing channel since it can present the product information in an interactive and personalized manner. This study examines the development of customer satisfaction and cognitive assimilation through live streaming by considering the drivers from perceived values, affective and cognitive perspectives. Consumer value, which consists of utilitarian, hedonic, and social components, is an appropriate framework to adopt in studying effects of live streaming commerce broadcast, because it includes all major benefits of watching live streaming simultaneously. Elaboration Likelihood Model (ELM) identifies central and peripheral routes for changing consumer attitudes. Quality of presentation and social presence arise as affective and cognitive concerns in this context. This research model also indicates a particular mediating role of consumer values from the two drivers for developing customer satisfaction and cognitive assimilation. Empirical analysis shows that both perspectives are important determinants to customer satisfaction and cognitive assimilation. The findings can help practitioners design more effective approaches for live streaming e-commerce.