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Consumer empowerment in the ethical spectrum: Rethinking retention in live-streaming markets

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  • Gegen tana,
  • Chai, Junwu
  • Li, Hengyu

Abstract

Live-streaming shopping provides a dynamic, interactive experience; however, its associated ethical challenges have raised significant public concerns. Specifically, live-streaming's immediacy and interactivity might intensify ethical dilemmas, like intrusive marketing and lack of transparency, impacting consumer trust and brand loyalty. Initially, this study applies self-determination theory to explore how live streaming empowers consumers and affects brand interaction and decision-making, then investigates the impact of ethical issues on this process. Our findings suggest empowerment does not invariably result in high-quality relationships, particularly when consumer ethics diverge from brand behavior. Subsequently, we employ Hunt-Vitell's General Theory of Marketing Ethics for an in-depth analysis of how consumer perceived ethically mediate the empowerment-relationship quality link. Through three experiments, we confirm the impact of consumer empowerment on retention intentions and the mediating role of relationship quality, also showcasing the negative influence of consumers' ethical perceptions on the empowerment-relationship quality dynamic. This study offers fresh insights into consumer behavior within live-streaming contexts and furnishes empirical evidence for retailers to boost trust and engagement.

Suggested Citation

  • Gegen tana, & Chai, Junwu & Li, Hengyu, 2024. "Consumer empowerment in the ethical spectrum: Rethinking retention in live-streaming markets," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002662
    DOI: 10.1016/j.jretconser.2024.103970
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