โมเดลเชิงสาเหตุของปัจจัยขับเคลื่อนความภักดีของลูกค้าในการไลฟ์สตรีมมิ่งคอมเมิร์ซ

Piyapat Wimolsophonkitti; Siripaporn Yuensuk

Authors

Piyapat Wimolsophonkitti Lecturer, Faculty of Management Sciences, Sakon Nakhon Rajabhat University
Siripaporn Yuensuk Assistant Professor, Faculty of Management Sciences, Sakon Nakhon Rajabhat University

Keywords:

Live Streaming Commerce, Customer Loyalty, Real-time Interaction, Streamer Expertise

Abstract

This research aimed to 1. examine the factors influencing customer satisfaction in live streaming commerce and 2. investigate the effects of customer satisfaction on repurchase intention and customer loyalty. The sample consisted of 400 Thai consumers who had experience purchasing clothing and apparel through live streaming commerce on the TikTok platform. Purposive sampling was employed. Data were collected through a questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicated that streamer expertise and real-time interaction significantly influenced customer satisfaction in live streaming commerce, with real-time interaction identified as the most influential factor. In addition, customer satisfaction significantly affected both repurchase intention and customer loyalty, while repurchase intention played a mediating role in strengthening customer loyalty in live streaming commerce. The model explained 31.2% of the variance in customer loyalty (R² = 0.312). These findings may serve as policy guidelines for driving the digital economy. Government agencies should promote the development of entrepreneurial skills and enhance live streaming commerce standards in order to improve the efficiency of the online marketplace.

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References

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