Effects of Live Streaming Commerce on Returns and Measures for Return Avoidance from a Customer’s Perspective

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Rese, Alexandra ; Pan, Yongting:
Effects of Live Streaming Commerce on Returns and Measures for Return Avoidance from a Customer’s Perspective.
In: Marketing : ZFP. Bd. 45 (2023) Heft 4 . - S. 14-31.
ISSN 0344-1369
DOI: https://doi.org/10.15358/0344-1369-2023-4-14

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Abstract

While live streaming commerce enriches product presentation and expands the scope for interaction compared to traditional online shopping, this retailing approach often leads to spontaneous purchases. Hence, the hurdle for returns is comparatively low, and this is particularly the case with fashion items. We have identified eleven measures to avoid returns from the literature and an evaluation of fifty-seven experienced users. A sample of 509 Chinese participants was analysed, and their influence on customer satisfaction was evaluated using the Kano model. Truthful roduct description, detailed product information, live interaction, and personal customer service during the post- ive streaming stage are viewed as valid performance measures, and the absence of a detailed description of the shipping and delivery times and return policy is a basic source of dissatisfaction. Our recommendations to platforms and streamers include presenting detailed product information during live streaming, refraining from deceptive advertising, and providing sufficient staff for after-sales service.