THE INFLUENCE OF ENTERPRISE MOBILE LIVE-STREAMING MARKETING OPERATIONS ON CUSTOMER LOYALTY

Abstract

This study aims to analyze the influence of enterprise operation on mobile live-streaming marketing platforms and its quality on customer behavior, which has been analyzed based on the previous studies with the developed questionnaire, in which 414 collected sets in China as a sample. Enterprises and online platforms in the context of mobile live streaming have three constructs: system quality, information quality, and service quality. These factors would influence customer behaviors regarding perceived usefulness and trust in both enterprise and platform, affecting customer loyalty. Moreover, several findings have proved the direct relationship between those factors in a specific context and area. In contrast, the new results reveal more complex relationships, such as indirect relationships between those factors. In addition, this paper will contribute more practical suggestions to enterprises that want to magnify their advantages through mobile live-streaming marketing platforms.