Research On The Impact Of E-commerce Live Broadcasting Platform Customer Interaction On Platform Reputation

With the advancement of Internet technology and changes in consumers' online shopping needs,major E-commerce platforms have opened live broadcast functions.With interactive features,E-commerce live broadcasts have achieved rapid development.Especially due to the impact of the COVID-19,E-commerce live broadcast has become an important way to retail.However,problems such as live broadcast data falsification,inability to guarantee product quality,and platform competition still exist.The long-term solution is to win customers in the current fierce market competition,enhance the platform's operating capabilities,achieve sustainable development of the platform,and improve the overall reputation of the platform.This article takes the E-commerce live broadcast platform and its customers as the research object,combined with the interaction theory,reputation theory and other related theories to explore the influence of the E-commerce live broadcast platform customer interaction on the platform's reputation.Firstly,this article reviews the literature on E-commerce live broadcast,customer interaction,sense of virtual community and reputation,and combines the characteristics of E-commerce live broadcast platform customer interaction to divide it into three dimensions: product interaction,interpersonal interaction,and human-computer interaction.The sense of virtual community is divided into three dimensions:membership,influence,and immersion,and the platform reputation is divided into two dimensions,affective reputation and cognitive reputation,thereby build the theoretical model of this research;Secondly,we reference classic literature to determine the measurement items of each research variable,and repeatedly modify and improve the questionnaire through pre-investigation to form a formal questionnaire;Thirdly,we use SPSS and Smart PLS to empirical analysis 354 valid questionnaires so that verify the research hypothesis.Finally,we discuss the empirical results.This paper enriches the current academic research on E-commerce live broadcast and platform reputation through empirical research on customer interaction on E-commerce live broadcast platforms.The research results show that:(1)customer interaction on E-commerce live broadcast platforms has a significant positive impact on the sense of virtual community,but product interaction has no significant impact on membership and immersion;(2)the sense of virtual community has a significant impact on the reputation of the platform,but influence has no significant impact on the platform's cognitive reputation;(3)At the same time,the three dimensions of virtual community sense,membership,influence and immersion,play a partially mediating role in the influence of customer interaction on platform reputation.Based on the empirical results,this research provides three management inspirations for E-commerce live broadcast platforms: First,focus on the three types of customer interactions and improve the quality of customer interactions.Through product interaction,real-time solutions to customer questions about products.At the same time,the live broadcast product selection can break the restrictions on the category and origin of live broadcast products,and bring more product choices to customers.It should also focus on the interpersonal interaction,and improve customers' love of the platform through high-quality interpersonal interaction and interesting communication.In terms of human-computer interaction,it is necessary to explore new and innovative live broadcast methods,and use VR,AR and other means to provide a better live broadcast viewing experience;second,E-commerce live broadcast platforms should consider the customer ' s membership,the influence of customers on the platform and the immersion of customers on the platform to cultivates customers' sense of virtual community on the platform at multiple levels,and enhances customers' love and recognition on the platform;third,E-commerce live broadcast platforms should improve their reputation by using customer interaction.The live broadcast should not only provide a simple introduction to the products,but also strengthen the social communication between people,and supplemented by high-quality technical intermediaries,to provide customers with a full range of live watching and shopping experiences.