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Analyzing Key Factors for Adopting Live-Streaming Auctions to Support Customers’ Shopping Experiences
Entertainment and social presence
The rise of live-streaming auctions has given e-commerce a new mindset, giving customers different experiences. Live-streaming auctions supports the customer experience and is expected to increase shopping conversion rate. However, customers who love to use live-streaming auctions have different behaviors in shopping decisions, so whether there are similarities or differences in their views is an important issue for this study. This study aims to analyze the key factors of customer adoption of live-streaming auctions and the impacts these have on customer experience. The research object is based on the customers who purchase and would not purchase after using the live-streaming auctions. This study summarizes the various aspects of the live-streaming auction to support the customer experience, and uses the modified Delphi method to establish the measurement framework of operation interface , entertainment and social presence and system and service quality. The research uses Yahoo auctions, Shopee, Facebook and Instagram as research cases, and uses the DEMATEL-based ANP (DANP) to evaluate the weights and causality between the various criteria. Technique for Order Preference by Similarity to an Ideal Solution (TOPSIS) evaluates the performance of the case, and evaluates the two groups of purchased and would not purchased after using the live-streaming auction. The results show that there are key factors with similarities and differences between the two groups. Both believe that the personalization and the ease of use/usability of the operation interface facet are of high importance and easily affect the performance of other criteria. It is the first choice for optimization in terms of management meaning; in addition, for existing consumers, additional emphasis can be placed on the responsiveness and the reliability/performance of the system and service quality facet. If new customers are to be developed, additional attention can be paid to the sensory attractiveness of the entertainment and social presence facet. Community-oriented live-streaming auctions, such as Facebook and Instagram, in order to get rid of transaction doubts for potential consumers, it is recommended to improve the privacy/security of the system and service quality facet. Whether this group of people will change from sensory and hedonic to a group with purchasing behavior is worthy of attention. Finally, the two groups of customers agreed that Shopee is the best case at present and has better performance in key factors. Using Multi-Criteria Decision-Making to provide recommendations for live-streaming auctions vendors worthy of attention to key factors, and to provide quantitative results and qualitative discussions of different cases as a reference for live streamers and live-streaming auctions platforms.
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