IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i19p14060-d1245429.html
   My bibliography  Save this article

Multidimensional Evaluation of Consumers’ Shopping Risks under Live-Streaming Commerce

Author

Listed:
  • Hongbo Li

    (School of Management, Shanghai University, Shanghai 200444, China)

  • Zhenzhen Wang

    (School of Management, Shanghai University, Shanghai 200444, China)

  • Zhijie Yuan

    (School of Management, Shanghai University, Shanghai 200444, China)

  • Xin Yan

    (School of Cultural Heritage and Information Management, Shanghai University, Shanghai 200444, China)

Abstract

As a new e-commerce model, live-streaming commerce enhances consumers’ shopping experiences by providing deeply involved online interaction. However, in live-streaming commerce, consumers are also faced with many shopping risks, such as fake products, poor after-sales service, etc. Therefore, we propose an analysis framework to evaluate consumers’ shopping risks on live-streaming commerce platforms. In our framework, we first construct a multidimensional consumer shopping risk evaluation index system by considering different stakeholders involved in live-streaming commerce. Then, we assess consumer shopping risks based on an intuitionistic fuzzy analytic hierarchy process and cloud model. Our framework is applied to evaluate consumers’ shopping risks on four typical live streaming commerce platforms in China, i.e., Taobao, Douyin, Kuaishou, and JD.com. Our research results provide decision support for different parties involved in live-streaming commerce and thus promote the sustainable development of the live-streaming commerce industry.

Suggested Citation

  • Hongbo Li & Zhenzhen Wang & Zhijie Yuan & Xin Yan, 2023. "Multidimensional Evaluation of Consumers’ Shopping Risks under Live-Streaming Commerce," Sustainability, MDPI, vol. 15(19), pages 1-14, September.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:19:p:14060-:d:1245429
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/19/14060/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/19/14060/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Abdullah F. Al Naim & Abu Elnasr E. Sobaih & Ibrahim A. Elshaer, 2023. "Enhancing Green Electronic Word-of-Mouth in the Saudi Tourism Industry: An Integration of the Ability, Motivation, and Opportunity and Planned Behaviour Theories," Sustainability, MDPI, vol. 15(11), pages 1-17, June.
    2. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    3. Tiaojun Xiao & Xiangtong Qi, 2016. "A two-stage supply chain with demand sensitive to price, delivery time, and reliability of delivery," Annals of Operations Research, Springer, vol. 241(1), pages 475-496, June.
    4. Tamara Dinev & Paul Hart, 2006. "An Extended Privacy Calculus Model for E-Commerce Transactions," Information Systems Research, INFORMS, vol. 17(1), pages 61-80, March.
    5. Kamel Karoui, 2016. "Security novel risk assessment framework based on reversible metrics: a case study of DDoS attacks on an E‐commerce web server," International Journal of Network Management, John Wiley & Sons, vol. 26(6), pages 553-578, November.
    6. Hausman, Angela V. & Siekpe, Jeffrey Sam, 2009. "The effect of web interface features on consumer online purchase intentions," Journal of Business Research, Elsevier, vol. 62(1), pages 5-13, January.
    7. Qingsong Xing & Tong Ren & Fumin Deng, 2023. "Analysis of the Transaction Behavior of Live Broadcasters with Goods Based on the Multi-Stage Game under Dynamic Credit Index," Sustainability, MDPI, vol. 15(5), pages 1-22, February.
    8. Pappas, Nikolaos, 2016. "Marketing strategies, perceived risks, and consumer trust in online buying behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 92-103.
    9. Viswanath Venkatesh & Ritu Agarwal, 2006. "Turning Visitors into Customers: A Usability-Centric Perspective on Purchase Behavior in Electronic Channels," Management Science, INFORMS, vol. 52(3), pages 367-382, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Heny Hendrayati, 2024. "Enhancing Women Entrepreneurs' Competitiveness in the Livestreaming Age," GATR Journals jber251, Global Academy of Training and Research (GATR) Enterprise.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shaik, Aqueeb Sohail & Nazrul, Asif & Alshibani, Safiya Mukhtar & Agarwal, Vaishali & Papa, Armando, 2024. "Environmental and economical sustainability and stakeholder satisfaction in SMEs. Critical technological success factors of big data analytics," Technological Forecasting and Social Change, Elsevier, vol. 204(C).
    2. John A. Aloysius & Hartmut Hoehle & Soheil Goodarzi & Viswanath Venkatesh, 2018. "Big data initiatives in retail environments: Linking service process perceptions to shopping outcomes," Annals of Operations Research, Springer, vol. 270(1), pages 25-51, November.
    3. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    4. Xu, Zhuo, 2019. "An empirical study of patients' privacy concerns for health informatics as a service," Technological Forecasting and Social Change, Elsevier, vol. 143(C), pages 297-306.
    5. Yanyan Wu & Hongqing Huang, 2023. "Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust," Sustainability, MDPI, vol. 15(5), pages 1-19, March.
    6. Alzaidi, Maram Saeed & Agag, Gomaa, 2022. "The role of trust and privacy concerns in using social media for e-retail services: The moderating role of COVID-19," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Taylor, David G. & Strutton, David, 2010. "Has e-marketing come of age? Modeling historical influences on post-adoption era Internet consumer behaviors," Journal of Business Research, Elsevier, vol. 63(9-10), pages 950-956, September.
    8. Krafft, Manfred & Arden, Christine M. & Verhoef, Peter C., 2017. "Permission Marketing and Privacy Concerns — Why Do Customers (Not) Grant Permissions?," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 39-54.
    9. Xiaoxia Chen & Xiaofeng Su & Wenhe Lin & Anxin Xu & Jianhong Chen & Qiujin Zheng, 2022. "The Effect of Omnichannel Integration on Fresh Food Customer Engagement from the Viewpoint of Flow Experience," Sustainability, MDPI, vol. 14(21), pages 1-20, October.
    10. Joseph A. Cazier & Benjamin B. M. Shao & Robert D. St. Louis, 2007. "Sharing information and building trust through value congruence," Information Systems Frontiers, Springer, vol. 9(5), pages 515-529, November.
    11. Potoglou, Dimitris & Palacios, Juan & Feijoo, Claudio & Gómez Barroso, Jose-Luis, 2015. "The supply of personal information: A study on the determinants of information provision in e-commerce scenarios," 26th European Regional ITS Conference, Madrid 2015 127174, International Telecommunications Society (ITS).
    12. Zhou, Chi & Yu, Jing & Qian, Yong, 2024. "Should live-streaming platforms nonexclusively promote brands from traditional retail platforms?," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    13. Goethner, Maximilian & Hornuf, Lars & Regner, Tobias, 2021. "Protecting investors in equity crowdfunding: An empirical analysis of the small investor protection act," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    14. Corey Angst, 2009. "Protect My Privacy or Support the Common-Good? Ethical Questions About Electronic Health Information Exchanges," Journal of Business Ethics, Springer, vol. 90(2), pages 169-178, November.
    15. Wu Li & Pengya Ai & Annette Ding, 2023. "More Than Just Numbers: How Engagement Metrics Influence User Intention to Pay for Online Knowledge Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    16. Huarng, Kun-Huang & Yu, Tiffany Hui-Kuang & Lee, Cheng fang, 2022. "Adoption model of healthcare wearable devices," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    17. Zhang, Tianyu & Dong, Peiwu & Zeng, Yongchao & Ju, Yanbing, 2022. "Analyzing the diffusion of competitive smart wearable devices: An agent-based multi-dimensional relative agreement model," Journal of Business Research, Elsevier, vol. 139(C), pages 90-105.
    18. Hoon S. Choi & Darrell Carpenter & Myung S. Ko, 2022. "Risk Taking Behaviors Using Public Wi-Fi™," Information Systems Frontiers, Springer, vol. 24(3), pages 965-982, June.
    19. Yang, Wenting & Govindan, Kannan & Zhang, Jiantong, 2023. "Spillover effects of live streaming selling in a dual-channel supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 180(C).
    20. Jongwoo Kim & Richard L. Baskerville & Yi Ding, 2020. "Breaking the Privacy Kill Chain: Protecting Individual and Group Privacy Online," Information Systems Frontiers, Springer, vol. 22(1), pages 171-185, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:19:p:14060-:d:1245429. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.