Browse > Article
http://dx.doi.org/10.9708/jksci.2022.27.04.169

A Study on the Effect of Service Quality and Product Characteristics on the Adoption Intention of New Brands in Taiwan's Influencer Live Streaming Platforms  

Chiang, Hsin-Chieh (Dept. of e-Business, Kyonggi University)
Lee, Hyoung-Ju (Korea Institute of Industrial Economics, Kyonggi University)
Yoon, Sung-Joon (Dept. of Business Admin., Kyonggi University)
Publication Information
Journal of the Korea Society of Computer and Information / v.27, no.4, 2022 , pp. 169-181 More about this Journal
Abstract
Currently, due to the activation of SNS live broadcasting, online services based on influencer live broadcasting are becoming a major consumption trend around the world. This study aims to verify the relationship between service quality, customer satisfaction, product characteristics, and acceptance intention for influencer broadcasting based on nfluencer broadcasting experiences in an Internet environment. This study conducted a survey of users who experienced live broadcasting on social media in Taiwan from June 29 to August 30, 2020, and a total of 253 copies were used for empirical analysis. The collected data were analyzed through SPSS 25.0. The results of the empirical analysis are summarized as follows. First, it was found that the service quality factors (reliability, tangibility, responsiveness, certainty, and empathy) of Taiwan's influencer live broadcast had a significant effect on live broadcast satisfaction. Second, it was found that the product characteristics of Taiwan's influencer live broadcasting had a significant effect on product satisfaction. Third, it was found that live broadcasting satisfaction and product satisfaction had a significant effect on the acceptance intention of new brands in Taiwan's influencer live broadcasting. This study will provide useful data for establishing efficient marketing strategies to improve live and product satisfaction and increase acceptance of new brands by identifying service quality factors and product characteristics of Taiwan's influencer Live Broadcasting.
Keywords
Influencer Live Streaming; Service Quality; Product Characteristics; Adoption Intention;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 G. S. Jin and J. H. Lee. "Service Quality Factors Affecting Satisfaction and Repurchase Intention of Social Commerce", The Journal of the Korea Contents Association, Vol.12, No.3, pp.311-321, March 2012. DOI: 10.5392/JKCA.2012.12.03.311   DOI
2 J. Y. Zhou and Y. E. Moon. "A Comparative Analysis of Live Broadcasting between Korea and China", The Journal of Information Systems, Vol.29, No.1, pp.113-136, March 2020. DOI: 10.5859/KAIS.2020.29.1.11315, March 2003.   DOI
3 O. Kwon. "Case Study Word-of-mouth marketing strategy using SNS", Excellence Marketing for Customer, Vol.45, No.9, pp.74-79, September 2011.
4 A. Parasuraman, V. A. Zeithaml and L. L. Berry. "A conceptual model of service quality and Its implication for future research", Journal of Marketing, Vol.49, No.4, pp.41-50, Autumn 1985. DOI : 10.2307/1251430   DOI
5 V. A. Zeithaml, L. L. Berry and A. Parasuraman. "The nature and determinants of customer expectations of service," Journal of the Academy of Marketing Science, Vol.21, No.1, pp.1-12, December 1993. DOI : 10.1177/0092070393211001   DOI
6 Y. I. Yoon and D. H. Ha. "The Effects of Source Credibility to Internet WOM Communication on Brand Equity: Focused on Customers of Deluxe Hotel", Journal of The Korean Academic Society of Hospitality Administration, Vol.19, No.4, pp.81-97, Auguet 2010.
7 Y. A. Lee and K. S. Ha. "A Study on the Influence of Social Media Experience and Influencer on Consumer Satisfaction and Purchase Intention", Asia-Pacific Journal of Business Venturing and Entrepreneurship, Vol.15, No.2, pp.171-181, April 2020. DOI : 10.16972/apjbve.15.2.202004.171   DOI
8 L. Wang and J. H. Lee. "The Effect of K-beauty SNS Influencer on Chinese Consumers' Acceptance Intention of New Products: Focused on Elaboration Likelihood Model (ELM)", Fashion & Textile Research Journal, Vol.21, No.5, pp.574-585, October 2019. DOI : 10.5805/SFTI.2019.21.5.574   DOI
9 I. Kang, J. Son and S. Mun. "A Study of Brand Relative Information Sources and Consumer's Acceptance Behavior", The e-Business Studies, Vol.19, No.6, pp.17-3, December 2018. DOI: 10.20462/TeBS.2018.12.19.6.17   DOI
10 H. G. Park. "Social Live Service(SLS)", Excellence Marketing for Customer, Vol.47, No.9, pp.43-50, September 2013.
11 S. J. Barnes and R. Vidgen. "Information and Internet Quality: Evaluating Internet Bookshop Websites with WebQual", Proceedings of international Bled Electronic Commerce Conference, pp.426-444, June 2000.
12 Y. K. Choi, M. Lee and S. H. Kim. "The Effect of Service Quality on Customer Satisfaction in Social Commerce Market", Journal of the Society of Korea Industrial and Systems Engineering, Vol.35, No.3, pp.7-15, September 2012.
13 P. D. Bennett and G. D. Harrell. "The role of confidence in understanding and predicting buyers' attitudes and purchase intentions", Journal of Consumer Research, Vol.2, No.2, pp.110-117, September 1975. DOI : 10.1086/208622   DOI
14 Y. J. Cho and H. L. Dong. "Impact of Bank's Service Quality on Customer Satisfaction and Loyalty: Focusing on the Difference between PB Customers and Regular Customers", Asia-Pacific Journal of Business Venturing and Entrepreneurship, Vol.14, No.5, pp.159-173, October 2019. DOI : 10.16972/apjbve.14.5.201910.159   DOI
15 S. Mokhlis and A. Y. Yaakop. "Consumer Choice Criteria in Mobile Phone Selection: An Investigation of Malaysian University Students." International Review of Social Sciences and Humanities, Vol.2, No.2, pp.203-212, October 2019. DOI : 10.16972/apjbve.14.5.201910.159   DOI
16 Y. Im. "A study on inducing process of critical design factors for enhancing customer satisfaction", J Korean Soc Qual Manag, Vol.45, No.4, pp.717-738, December 2017. DOI : 10.7469/JKSQM.2017.45.4.717   DOI
17 D. H. Ha and H. R. Lee. "A Study on the Effects of Online Tourism Community Characteristics on Information Usefulness, Positive Emotion and Continuous Use Intention: Impact of Elaboration Likelihood Model", Korean Journal of Tourism Research, Vol.33, No.1, pp.163-183, February 2018. DOI : 10.21719/IJTMS.33.1.9   DOI
18 Y. O. Son and S. B. Park. "The Influence of Branded Contents-YouTube Creator's Characteristics on Users' Brand Attitude and Purchase Intention", The Korean Journal of Advertising, Vol.32, No.4, pp.89-116, October 2021. DOI: 10.14377/KJA.2021.5.30.89   DOI
19 A. Parasuraman, V. A. Zeithaml and A. Malhotra. "E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality", Journal of Service Research, Vol.7, pp.213-233, February 2005. DOI: 10.1177/1094670504271156   DOI
20 K. A. Shin and M. J. Han. "Exploratory Survey on Factors Involved in Endorsement Potentials of Youtube Influencers: Characteristics of Influencers, Characteristics of Video Contents, and Para-Social Interactions", Journal of Public Relations, Vol.23, No.5, pp.35-71, October 2019. DOI : 10.15814/jpr.2019.23.5.35   DOI
21 J. H. Kim and J. T. Ahn. "The effects of endorsers' perceived expertise and viewers' fashion involvement on product placement: The PPL of fashion goods in TV dramas", The Korean Journal of Advertising, Vol.14, No.1, pp.95-115, March 2003.
22 J. Zhang, S. Ahn and S. Y. Park. "The Effects of Quality Perception of Medical Service on Satisfaction: Among the Chinese Medical Tourists for Plastic Surgery", Health Communication, the Official Journal of Korean Academy on Communication in Healthcare, Vol.8, No.1, pp.52-60, August 2013. DOI : 10.15715/kjhcom.2013.8.1.52   DOI
23 X. B. Wu and J. S. Hwang. "The Effect of Using the Online Live Broadcast Platform Motivation and Live Broadcasting Characteristics on Product Satisfaction and Continuous Shopping Intention - Focused on Chinese Consumers", Journal of the Korean Society of Design Culture, Vol.24, No.2, pp.403-415, June 2018.   DOI
24 H. Kang and H. J. Cheon. "Sponsorship Disclosures in Influencer Marketing: Focusing on Characteristics of Influencer, Viewing Satisfaction, and Attitudes toward Sponsorship", Journal of Speech, Media and Communication Research, Vol.19, No.3, pp.215-244, August 2020.
25 J. H. Lee and Y. S. Park. "A Study of the Discount Store Service Factors Influencing Customer Satisfaction: Centered on the Mega Discount Stores in Busan", Korean Journal of Hospitality and Tourism, Vol.11, No.2, pp.133-152, August 2002. DOI : 10.7469/JKSQM.2017.45.4.717   DOI
26 홍콩 투자컨설팅업체인 CIC(China Insight Consultancy) Report(2018) https://www.menitone.com/mediaoutreach/cic-report-reveals-fast-growing-market-in-mobile-c2c-e-commerce-as-taiwan-shoppers-habits-evolve
27 J. Y. Lim and J. M. Kim. "Analysis of audience attitude according to AfreecaTV Strategy Simulation Game BJ attributes - Focusing on Viewer Satisfaction, Loyalty, Viewing Purpose, Viewing Attitude", Journal of Communication Design, Vol.62, pp.106-117, March 2018. DOI : 10.25111/jcd.2018.62.09   DOI