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

Title data

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

Official URL: Volltext

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Abstract in another language

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.

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: Live streaming commerce; Fashion items; Returns; Measures to avoid returns; Kano model
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences > 330 Economics
300 Social sciences > 380 Commerce, communications, transportation
Date Deposited: 06 Dec 2023 06:29
Last Modified: 06 Dec 2023 06:29
URI: https://eref.uni-bayreuth.de/id/eprint/87972