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- Title
Impact of AI-Oriented Live-Streaming E-Commerce Service Failures on Consumer Disengagement—Empirical Evidence from China.
- Authors
Peng, Yuhong; Wang, Yedi; Li, Jingpeng; Yang, Qiang
- Abstract
Despite the popularity of AI-oriented e-commerce live-streaming, the service failures that can result from real-time interaction and instant transactions have not been taken seriously. This study aims to assess the failure of AI-oriented live-streaming e-commerce services and help retailers identify various risks. Based on expectancy disconfirmation theory and a stressor–strain–outcome framework, this study identified a comprehensive framework including information, functional, system, interaction, and aesthetic failures. The structural equation modeling (SEM) method is used to further examine its effect on consumers' discontinuance behavior. Further research reveals the mediating role of consumer disappointment and emotional exhaustion, as well as the moderating role of the live-streaming platform type. These results shed light on the negative influence of AI-oriented live-streaming e-commerce service failures and contribute to the literature on live-streaming commerce, service failure, and virtual streamers.
- Subjects
CHINA; QUALITY of service; EXPECTANCY theories; STRUCTURAL equation modeling; ELECTRONIC commerce; PSYCHOLOGICAL burnout; FAILURE mode &; effects analysis
- Publication
Journal of Theoretical & Applied Electronic Commerce Research, 2024, Vol 19, Issue 2, p1580
- ISSN
0718-1876
- Publication type
Article
- DOI
10.3390/jtaer19020077