Live-Streaming Consumer Experience; the Future of E-commerce and Digital Marketing in Africa: Evidence from China

被引：0
作者：
Clement A.P. [1 ,2 ]
Bakabbey K.N. [2 ]
Andy A.O. [3 ]
Banafo A.G. [2 ]
机构：
[1] George Brown College, Toronto
来源：
International Journal of Information and Management Sciences | 2021年 / 32卷 / 02期
关键词：
AfCFTA; e-loyalty; live-streaming; purchase willingness; social presence;
D O I：
10.6186/IJIMS.202106_32(2).0004
中图分类号：
学科分类号：
摘要：
The landscape and nature of trade are fast revolving, with more buying and selling taking place virtually without any physical infrastructures. Businesses in present times rely on the Internet to accomplish most of their business processes. However, the lack of human and social elements is a significant drawback hindering the growth of e-commerce. This study investigated thesocial characteristics of live streaming that promote social presence, e-loyalty, and purchase willingness. The model examined data collected from e-commerce sites in China as a point of reference for Africa’s emerging market. Our findings suggest that interactivity and social presence are significant in building e-loyalty to promote purchase willingness. Store location, gender, and product category are no hindrance to the success of live-streaming. This paperconfirmsthe positive impact of social elements in shaping online purchase behaviors. Finally, the findings are fundamental to realizing the Africa Continental Free Trade Area (AfCFTA). © 2021, Tamkang University. All rights reserved.
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页码：157 / 176
页数：19
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