Research On The Influence Of Brand Service Failure On Consumers’ Repurchase Intention Of Live Streaming Commerce

With the boom of e-commerce live streaming,a new three-way relationship of “brand-anchor-consumer” has emerged,in which anchor and brand serve as common service for consumers.Different from the “three-way relationship” dominated by platforms in previous studies,anchors play a more guiding role in the new three-way relationship,connecting brands and consumers in a new way.In practice,it is found that anchors can increase product sales for brands and improve consumers’ brand recognition.However,when products have quality problems or poor after-sales service attitude,consumers have different opinions on the attribution of responsibility.Existing studies have discussed the attribution of responsibility of a single service subject under traditional service failure scenarios,but few conclusions have been drawn on the spillover of responsibility and its impact among multiple service subjects in the “three-way relationship”.The theoretical research of responsibility spillover was initially carried out from the individual perspective such as brand,and then gradually extended to the multi-agent scene.However,there are few in-depth analyses on the problem of responsibility spillover after the failure of multi-agent service in e-commerce live broadcasting situation.Therefore,this paper believes that in the context of ecommerce live broadcasting,it is of great significance to explore the spillover of responsibility of brand service failure and how brand service failure affects consumers’ attitude towards anchors and their shopping intentions in live broadcasting rooms.This paper divides brand service failure types into result failure and process failure,and explores the influence of different types of brand service failure on consumers’ distrust and repurchase intention in broadcast rooms,as well as the characteristics of consumers’ purchasing behavior(impulsiveness vs.purposefulness)in the process of the above influence.In this paper,based on the accessibility-diagnosticity model,a research model of “brand service failure-consumers’ distrust of anchors-consumers’ repurchase intention in broadcast room” was constructed.Two intergroup experiments were designed according to the theoretical model,and a total of 369 valid questionnaires were collected.Through data analysis using Bootstrap,two-factor analysis of variance and other methods,the following conclusions are drawn:(1)Compared with the failure of brand result,the failure of brand process will lead to lower consumers’ repurchase intention of broadcast room;(2)Consumers’ distrust plays an intermediary role between the failure of brand service and consumers’ repurchase intention of broadcast room;(3)The characteristics of consumers’ purchasing behavior(impulse vs.purpose)moderated the impact of brand outcome failure/brand process failure on consumers’ distrust(of anchors).In the case of impulse buying,the brand process failure has more positive influence on consumers’ distrust.In the case of purposeful buying,brand outcome failure has a greater positive effect on consumer distrust.This paper studies the influence of brand service failure(outcome failure vs.process failure)on consumers’ repurchase intention in the context of e-commerce live broadcasting,explores the mediating role of consumers’ distrust,enricfies the research literature on service failure and consumers’ distrust in the context of ecommerce live broadcasting,and clarifies the existence of responsibility spillover effect in the context of e-commerce live broadcasting.This study focuses on the service failure from the perspective of the new three-way relationship,expands the research ideas related to service failure,and provides constructive suggestions for the service of broadcast room in practice,which is conducive to the anchors to do a good job in service management,improve their competitiveness,and reduce the loss of consumers in broadcast room.