Impact of AI-Oriented Live-Streaming E-Commerce Service Failures on Consumer Disengagement—Empirical Evidence from China

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...

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Bibliographic Details
Published inJournal of theoretical and applied electronic commerce research Vol. 19; no. 2; pp. 1580 - 1598
Main Authors Peng, Yuhong, Wang, Yedi, Li, Jingpeng, Yang, Qiang
Format Journal Article
LanguageEnglish
Published Curicó MDPI AG 01.06.2024
Subjects
AI-oriented live-streaming
Algorithms
Artificial intelligence
Chatbots
Consumer behavior
Consumers
discontinuance behavior
e-commerce service failure
Electronic commerce
Emotions
expectancy disconfirmation theory
Failure
Marketing
Real time
Social networks
Streaming media
Streaming services
stressor–strain–outcome framework
China
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Summary: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.
ISSN:0718-1876
0718-1876
DOI:10.3390/jtaer19020077