Journal Pre-proofs

Elucidating determinants of customer satisfaction with live-stream shopping:

An extension of the information systems success model

Yingying Ma

PII: S0736-5853(21)00146-5
DOI: https://doi.org/10.1016/j.tele.2021.101707
Reference: TELE 101707

To appear in: Telematics and Informatics

Received Date: 11 January 2021

Revised Date: 22 August 2021
Accepted Date: 28 August 2021

Please cite this article as: Ma, Y., Elucidating determinants of customer satisfaction with live-stream shopping:
An extension of the information systems success model, Telematics and Informatics (2021), doi: https://doi.org/
10.1016/j.tele.2021.101707

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Elucidating determinants of customer satisfaction with live-stream shopping: An extension

of the information systems success model

ABSTRACT

Live-stream shopping has witnessed a leap in development since the coronavirus disease 2019

outbreak. However, research exploring the determinants of live-stream customer satisfaction

remains limited. The current study integrated the information systems success model, argument

quality, media richness theory, and the source credibility model to investigate the indicators of

customer satisfaction with live-stream shopping. Structural equation modeling and AMOS24 were

employed to analyze data collected from 237 Chinese consumers. The results indicate that

consumers’ satisfaction with live-stream shopping was determined by the quality of information,

services, and arguments. Both source expertise and media richness were significant antecedents of

information, service, and argument quality. In addition, social presence mediated the relationships

of media richness with information, service, and argument quality. Finally, the mediating roles of

trustworthiness in the relationships of source expertise with information, service, and argument

quality were confirmed.

Keywords: Live-stream shopping; Information systems success model; Argument quality; Social

presence; Media richness theory; Source credibility model; Consumer satisfaction

1
1. Introduction

Live-stream commerce has grown explosively in China, and the coronavirus disease 2019

(COVID-19) pandemic lockdown has propelled this growth even further. According to the China

Internet Network Information Center (2020), the number of live-stream commerce users had

reached 309 million by June 2020, accounting for 32.9% of all Internet users. Thanks to the

convenience of technology, retailers and marketers are increasingly using live-stream platforms to

promote products and brands (Gilbert, 2019). Iconic live streamers, such as Viya and Li Jiaqi, can

generate enormous sales. Viya, a household “superhost” in China, helped Kim Kardashian sell

150,000 units of her KKW perfume within 1 minute during a live stream in 2019. Li

Jiaqi—named one of the most influential people by the 2021 TIME100 Next list—helped drive

US$145 million in sales on China’s largest e-commerce platform during China’s Singles’ Day

shopping extravaganza in 2019. Undoubtedly, live-stream commerce is undergoing a leap in

development and creating numerous opportunities for retailors.

Live-stream commerce occurs on social networking sites that facilitate social interactions and

online transactions and enhance the shopping experience (Wongkitrungrueng and Assarut, 2018).

The live-stream shopping strategy was demonstrated to be effective in increasing sales (Chen et al.,

2019;Luo et al.,2021). During live streams, the streamer can demonstrate the use of a product in

real time (Ma, 2021; Wongkitrungrueng and Assarut, 2018), and viewers can ask questions in the

chat box (Chen et al., 2019; Wongkitrungrueng and Assarut, 2018; Ma, 2021). Scholars have

indicated that this real-time communication and the vivid information signals help to mitigate the

uncertainty that consumers can perceive and increase their purchase intention (Shulman et al.,

2015; Zhang et al., 2019). Streamers with large followings may become digital influencers,

exerting impacts through social media (Ma, 2021; Park and Lin, 2020; Chen et al.,2019;

Woodcock and Johnson,2019;Li, 2018). Compared with traditional endorsers, digital influencers

have greater effects on consumer behavior because they are considered reliable sources of

information and less influenced by corporate interests (Forbes, 2019; Martínez-López et al., 2020;

Odell, 2016).

Given the development and significance of live-stream commerce, research on live-stream

shopping has unsurprisingly begun to be conducted (Appendix B). Such research mainly follows

three streams. The first stream of research focuses on consumer intention and motivation to shop

through live streams (Ang and Anaza, 2018; Cai et al., 2018; Chen et al., 2019; Hou et al., 2019;

Leeraphong and Sukrat, 2018; Ma, 2021; Wang et al., 2021;Sun et al., 2019; Todd and Melancon,

2
2018; Xu et al., 2020; Zhang et al., 2020; Long and Tefertiller, 2020;Fei et al., 2021). The second

stream of research emphasizes customers’ engagement with live-stream commerce and live

streamers (Kang et al., 2020; Liu et al., 2021; Wang and Wu, 2019; Wongkitrungrueng and

Assarut, 2018; Clement Addo et al., 2021). The third stream of research has recently emerged and

addresses the influences of the streamer–viewer interaction (Chen et al., 2019;Chen, 2021; Chen

et al., 2020; Hu et al., 2017; Heo et al., 2020; Lin et al., 2019; Park and Lin, 2020; Zhang et al.,

2020). Despite the growth of live-stream commerce, research on customer satisfaction with

live-stream commerce remains limited. So far as we know, only one study (Chen, 2019) has

investigated live-stream shopper satisfaction from the perspective of the post-acceptance model.

Therefore, the current study constructed a quality-based framework exploring the factors of

consumer satisfaction with live-stream shopping. Additionally, drawing upon the source

credibility model and media richness theory, this study hypothesized that source expertise and

media richness affect the information, service, and argument quality of live-stream shopping. Three

research theories—the information systems (IS) success model, media richness theory, and the

source credibility model—rarely employed together in e-commerce studies were incorporated in

the current study. Social presence and source trustworthiness were examined as mediators of the

relationships of the quality factors with media richness and source expertise. The findings can help

retailers identify the factors of successful live-stream shopping and optimize their promotional

strategies for acquiring and retaining customers.

2. Literature review and hypotheses

2.1 IS success model

The IS success model proposed by DeLone and McLean (1992) is among the most adopted

frameworks in the IS discipline (Lowry et al., 2007). Initially, DeLone and McLean (1992)

proposed that user satisfaction is affected by system quality and information quality. They later

added service quality to the framework (DeLone and McLean, 2004). The framework has been

widely adopted to examine users’ intention to adopt new technologies and behaviors (Gao and Bai,

2014; Wu and Chen, 2015; Wang and Teo, 2020; Shim and Jo, 2020; Al-Fraihat et al., 2020；Lee et

al., 2020). DeLone and McLean (2004) additionally indicated that the model could be used to study

e-commerce success in particular. In marketing research, scholars have used the IS success model

to investigate consumer purchase intention (Chen, 2013; Hsu et al., 2014), consumer satisfaction

(Chen, 2013; Chen, 2019), consumer performance (Tam et al., 2019), and e-commerce success

3
(Sharma and Aggarwal, 2019). Although the IS success model is increasingly used to examine

consumer behaviors, very few studies have hitherto adopted it in the context of live streaming,

which is a novel mode of shopping (Xu et al.,2020;Zhang et al.,2020). Xu et al. (2020) included

information quality in their theoretical framework to study consumers’ consumption and sharing

behaviors in live-stream commerce. Likewise, Zhang et al. (2020) incorporated information quality

into their study to explain live-stream shoppers’ purchase intention. This study is among the first to

adopt the IS success model to explain consumer satisfaction in the context of live streaming. On the

basis of the IS success model, this study expands the literature by examining the impact of streamer

quality–based factors on consumer satisfaction. The framework of this study captures the key

features of live-stream shopping.

In live-stream shopping, service and information quality are critical for business success.

Complete and reliable information (Zafar et al., 2019) as well as real-time personalized service

(Rhee and Choi, 2020) provided by streamers increase consumer satisfaction. System quality is also

critical for the success of live-stream commerce; however, the current study mainly focuses on

streamer-related qualities. Thus, the theoretical framework of the current study includes only two

factors of the IS success model (service quality and information quality), excluding system quality.

Instead, argument quality is included. Argument quality is defined as “the persuasive strength of

arguments within an informational message” (Bhattacherjee and Sanford, 2006; Teng et al., 2014).

In the context of live-stream shopping, streamers make statements for the brands or products they

promote and share their personal experience with viewers; thus, the quality of their statements may

influence viewer satisfaction with live-stream shopping.

2.1.1 Information quality

Information quality is consumers’ overall perception of the quality of the content provided by

a retailer (Chen, 2013). Scholars have identified several attributes of information quality,

including relevance, accuracy, and timeliness (DeLone and McLean, 2004). Information quality is

a reliable indicator of purchase and reuse intention as well as satisfaction in contexts such as

government mobile services (Wang and Teo, 2020), social networking mobile services (Gao and

Bai, 2014; Wu and Chen, 2015), and health information sites (Shim and Jo, 2020). The marketing

literature indicates that e-commerce use and satisfaction are positively related to information

quality (Chen, 2013; Tam et al., 2019), consumer trust (Zhou et al., 2016), and the success of

mobile commerce applications (Tandon et al., 2020).

In the live-streaming context, informational motivation drives consumers to watch live

4
streams and engage in live-stream shopping (Cai et al., 2018). Shopping uncertainty has been

identified as a main inhibitor of e-commerce success (Pavlou et al., 2007). As Lv and Huang

(2018) and Chen et al. (2019) indicated, uncertainty includes those related to sellers as well as

products. The popularity of live-stream commerce has attracted attention from scholars because

live-stream commerce is believed to help mitigate uncertainty and it provides authentic and

concrete information (Zhang et al., 2020). Regarding seller uncertainty, live streaming allows

viewers to see the streamer’s face and expressions as well as the products in a presentation format

that cannot be edited in advance (Wongkitrungrueng and Assarut, 2018). Uncertainty reduction

theory suggests that uncertainty can be reduced by exchanging information (Berger and Calabrese,

1975). Thus, these characteristics may leave viewers with an impression of authenticity, which is a

quality that customers increasingly seek in brands or sellers (Gilmore and Pine, 2007). In turn, in

accordance with the trust transfer model, information from reliable influencers is perceived by

consumers to be reliable and authentic (Forbes, 2019; Lim et al., 2006). Regarding product

uncertainty, live-stream shopping allows for the visual demonstration of merchandise, thereby

providing viewers with detailed product information in a timely manner (Wongkitrungrueng and

Assarut, 2018). According to multimedia learning theory, product uncertainty can be mitigated by

the multisensory cues of platforms and by real-time interactions (Wang and Wu, 2019).

The live-stream commerce literature indicates that the multisensory cues of live streaming

enhance information authenticity (Zhang et al., 2020) and satisfy the consumer demand for

product information (Dong et al., 2016; Sun et al., 2019). Moreover, real-time chat functions

allow viewers to pose questions at any time during a live stream (Wongkitrungrueng and Assarut,

2018;Ma, 2021). Accordingly, streamers can respond to specific questions and provide

information about the target product almost instantly (Wongkitrungrueng and Assarut, 2018;Ma,

2021). Thus, information relevance is enhanced through such real-time streamer–viewer

interaction (Sun et al., 2019; Weiss et al., 2008). Thus, the satisfaction of live-stream shoppers is

hypothesized in H1 to be predicted by reliable, authentic, and relevant information in live-stream

shopping:

H1 Information quality is positively correlated with live-stream shopping satisfaction.

2.1.2 Service quality

Service quality is defined as consumers’ perceptions and evaluations of services provided by

business entities (Parasuraman et al., 1995). In other words, consumer evaluations reflect service

5
quality (Prentice et al., 2020), which is related to the retailer’s customer support and reliability of

information (Dasanayaka et al., 2012). Studies on technology adoption have revealed the

relationships of service quality with the satisfaction and behavior of users (Shim and Jo, 2020;

Wang and Teo, 2020), and marketing research has demonstrated service quality to be an indicator

of satisfaction and purchase behavior in the e-commerce (Tam et al., 2019) and m-shopping (Chen,

2013) contexts. Likewise, Chen and Cheng (2009) claimed that service quality influences purchase

intention by first affecting customer satisfaction. More recently, Rodríguez et al. (2020) discovered

that the quality of e-service influences customers’ e-satisfaction, which further affects e-loyalty.

During live streams, streamers not only demonstrate the products but also interact with

customers in real time and make personalized suggestions (Sun et al., 2019; Wongkitrungrueng and

Assarut, 2018). Thus, service quality in the current study refers to the support provided by live

streamers. Scholars have suggested that the components of service quality are responsiveness,

relevance, and reliability (Groth et al., 2009; Parasuraman et al., 1988). Influencers are often

considered reliable sources of information and sincere in their recommendations because they are

less manipulated by brands (Forbes, 2019; Martínez-López et al., 2020; Odell, 2016). During live

streams, customers can pose questions to which the streamer may respond almost instantly,

thereby enhancing streamer–viewer interactivity and resulting in streamer responsiveness

(Parasuraman et al., 2005; Wang et al., 2000). Moreover, personalization strategy has repeatedly

been proven to be crucial for the success of e-commerce (Kang et al., 2020; Rhee and Choi, 2020).

As mentioned, during live streams, streamers not only introduce the characteristics and functions

of products but also demonstrate product details at the request of customers. Thus, streamers

typically make personalized purchases in accordance with viewers’ personal needs (Sun et al., 2019;

Wongkitrungrueng and Assarut, 2018). Hereby, the service quality of live-stream shopping is

assumed to indicate consumer satisfaction in H2:

H2 Service quality is positively correlated with live-stream shopping satisfaction.

2.2 Argument quality

Argument quality refers to the persuasive strength of the arguments in an informational

message (Bhattacherjee and Sanford, 2006; Teng et al., 2014). As a core concept of the elaboration

likelihood model, argument quality is a significant indicator of attitudes (Hoeken et al., 2020; Petty

and Cacioppo, 1986). In general, arguments that are logically sound are considered strong, and they

6
may further elicit favorable attitudes (Park et al., 2007), whereas weak arguments typically result in

negative attitudes (Petty and Cacioppo, 1986). Moreover, arguments from expert sources are

typically perceived as strong and lead to a favorable attitude (Chaiken and Maheswaran, 1994). The

marketing literature has repeatedly demonstrated that argument quality influences information

adoption and purchase intention. For example, Zhang et al. (2014) suggested that argument quality

is an indicator of consumers’ willingness to make a purchase.

In live streaming, streamers assume the role of salespeople and make statements for products or

services (Wongkitrungrueng and Assarut, 2018; Ma, 2021). Therefore, the persuasive strength of

such statements is regarded as argument quality in the current study. Retail scholars have suggested

that a salesperson’s task competence is related to their product knowledge and includes the delivery

of appropriate core information and services, which can reduce consumers’ uncertainty (Rod et al.,

2016). Greater task competence may increase customer satisfaction (Lucia-Palacios et al., 2020;

Rod et al., 2016). The hosts of live shopping streams are often seen as experts with high

competence to provide reliable information and useful purchase suggestions (Chetioui et al., 2020;

Zafar et al., 2019). In this case, live streamers play the dual roles of host and salesperson, making

strong arguments that can result in consumer satisfaction. Moreover, streamers’ vivid

demonstrations may enhance information persuasiveness (Kisielius and Sternthal, 1986). Ho and

Bodoff (2014) and Tam and Ho (2005) suggested that consumers are more likely to assume that an

argument is strong if recommendations are made on the basis of their personal interests. Thus, the

current study hypothesizes that argument quality leads to consumer satisfaction with live-stream

shopping in H3:

H3 Argument quality is positively correlated with live-stream shopping satisfaction.

2.3 Media richness theory

Developed by Daft and Lengel (1986), media richness theory posits that the functions of

communication media determine their capacities to transmit information. In other words, richer

media can transmit more information (Daft et al., 1987; Daft and Lengel, 1986; Tseng and Wei,

2020), and media richness is the magnitude of this transmitted information, with an emphasis on

the ability to develop shared meanings (Daft and Lengel, 1986). According to Avolio et al. (2001),

rich media can provide immediate feedback, multisensory cues, and personalized messages.

Media richness theory has been applied in various settings, such as advertising (Lim and Benbasat,

7
2000), online commerce (Tseng and Wei, 2020), online gaming (Liao et al. 2020), mobile social

service adoption (Yang and Lin, 2019), and mobile instant messaging (Tseng et al., 2019). More

recent, Hsu et al. (2020) proved that an individual’s perception of media richness affects loyalty to

live-stream channels.

According to Kaplan and Haenlein (2010), social media platforms that combine audio and

video features have the highest richness. Vithayathil et al. (2020) further claimed that social media

that combines text, audio, and video communication has the highest richness. Besides, synchronous

visual communication is regarded as much richer than asynchronous text-based communication is

because synchronous visual communication enables richer information exchange (e.g., audio and

visual information; Daft and Lengel, 1986). The aforementioned evidence has suggested that

media with a high level of richness enables users to collect information and communicate

effectively (Chen and Chang, 2018; Kaplan and Haenlein, 2010; Liao et al., 2020; Vithayathil et al.,

2020). E-commerce scholars have claimed that high media richness can meet the informational

needs of e-commerce consumers and encourages them to make purchases by reducing uncertainty

(Chen and Chang, 2018; Liao et al., 2020). Scholars also suggested that, by conveying more

information, richer media can have a more favorable advertising effect (Lim and Benbasat, 2000).

Live streamers interact with consumers in real time (Sun et al., 2019; Wongkitrungrueng and

Assarut, 2018). Zhou et al. (2016) and Yang and Lin (2019) identified several benefits of

interactivity, such as information customization and communication facilitation and improvement.

Employee responsiveness is a strong indicator of service quality (Jha et al., 2017), and real-time

interaction may enhance streamer responsiveness and thus service quality. Besides, the visibility

affordance allows streamers to demonstrate products with real-time video (Sun et al., 2019). The

visual presentation form may mitigate consumer uncertainty and enhance consumers’ perceptions

of information quality (Zhang et al., 2020). Moreover, the metavoicing affordance allows

customers to post questions regarding target products during the stream (Sun et al., 2019).

Streamers can accordingly respond to them and make personalized recommendations nearly in

real time (Sun et al., 2019; Wongkitrungrueng and Assarut, 2018). Information load, and thus

consumer perceptions of information quality, may be enhanced by such personalized product

recommendations (DeLone and McLean, 2004; Huang and Zhou, 2019). Also, Zhou et al. (2016)

suggested that the functions facilitate synchronous and personalized communication help to

enhance individuals’ perceptions of service quality. Moreover, customers’ perceptions of

argument quality may also be enhanced because of the vivid demonstration format and

information customization (Ho and Bodoff, 2014; Tam and Ho, 2005; Yin et al., 2018). Scholars

8
studying modality effects have also claimed that messages conveyed through audio and video

combined are more persuasive than those conveyed through text (Chaiken et al., 1983). Therefore,

media richness is assumed to be a significant predictor of service, information, and argument

quality in H4–H6:

H4 Media richness positively influences information quality.

H5 Media richness positively influences service quality.

H6 Media richness positively influences argument quality.

2.4 Social presence as mediator

According to Short et al. (1976), social presence is defined as “the degree of salience of the

other person in the interaction and the consequent salience of interpersonal relationships.” In other

words, social presence refers to the experience of someone being present despite being actually

physically far away. According to Gan and Li (2018), social presence is the warmth of a medium

and an essential driver of individual decisions regarding a particular medium. Kock (2005)

reported that the warmest and most authentic communication is face-to-face, but Biocca and

Nowak (2001) argued that social presence can give the perception that other forms of

communication are just as warm as face-to-face communication. Media platform features such as

synchronicity and visibility can lead to a sense of social presence (Sun et al., 2019; Tseng et al.,

2019). Similarly, the MAIN model suggests that information recorded through video is more

authentic than that in textual form (Sundar and Limperos, 2013). Zhao et al. (2020) further

suggested that media richness is correlated with social presence.

Marketing scholars have reported that consumers always pursue authentic rather than artificial

experiences (Ang et al., 2018; Featherman et al., 2006). In the live streaming context, information

technology affordances generate consumer-perceived social presence (Sun et al., 2019).

Specifically, real-time interactions, multisensory cues, and instant response enhance viewers’

sense of social presence during a live stream (Tseng et al., 2019; Chen and Lin, 2018; Hu et al.,

2017). Media richness studies have reported that streamers’ acknowledgment of their viewers by

mentioning them by name can reinforce viewer-perceived social presence (Lim et al., 2020). Lin

9
(2021) observed that social presence moderates the relationships between parasocial relationships

and enjoyment, loyalty, trust, and satisfaction. The marketing literature has identified social

presence as an indicator of the quality of and satisfaction with e-service (He et al., 2012; Kang and

Lee, 2018) and may influence message effectiveness and persuasiveness (Li et al., 2002).

Information richness and social cues are influenced by social presence as well (Lu et al.,

2016;Short et al., 1976; Straub and Karahanna, 1998). Therefore, H7–H9 are proposed:

H7 Social presence mediates the media richness–service quality relationship

H8 Social presence mediates the media richness–argument quality relationship

H9 Social presence mediates the media richness–information quality relationship

2.5 Source credibility model

Various theories have been used to explore effective endorsement and successful endorsers

(Hovland et al., 1953; McCracken, 1989; McGuire, 1985; Ohanian, 1990, 1991). The source

credibility model is the most comprehensive and suitable model for online contexts (Djafarova and

Trofimenko, 2019; El Hedhli et al., 2021; Hovland et al.; 1982; Ohanian, 1990; Wiedmann and

von Mettenheim, 2020; Xiao et al., 2018). According to the model, sources have three evaluable

dimensions: attractiveness, expertise, and trustworthiness (Ohanian, 1990), and Heo et al. (2020)

claimed that the trustworthiness and expertise of streamers crucially affect live-stream commerce

success. Li and Peng (2021) found a connection between live streamers’ trustworthiness and

consumer emotional attachment.

As a key component of live-stream commerce, streamers significantly influence the shopping

intentions and behaviors of consumers (Heo et al., 2020; Park and Lin, 2020; Todd and Melancon,

2018; Wongkitrungrueng and Assarut, 2018; Zhou et al., 2019). Consumers follow the streamers’

purchase advice because live streamers are experts who can provide complete and reliable

information as well as personalized services (Chetioui et al., 2020; Zafar et al., 2019; Sun et al.,

2019; Wongkitrungrueng and Assarut, 2018). In addition, the persuasive effects of messages may

increase with stronger source expertise (Moore et al., 1986; Slater and Rouner, 1996). Thus, source

expertise is examined as an antecedent of service, information, and argument quality in the current

10
study. Moreover, streamers are regarded as grassroots Internet celebrities (Chen et al., 2019; Heo et

al., 2020; Wongkitrungrueng and Assarut, 2018). Trustworthiness, a trait related to honesty and

integrity, is thus also tested as a mediator in the aforementioned relationships.

2.5.1 Source expertise

Expertise, which is related to a source’s competence, qualifications, and authoritativeness

(McCroskey, 1966; Whitehead, 1968), refers to a speaker’s perceived ability to make valid and

strong arguments (Hovland et al., 1953, p. 21). Having a credible title or having knowledge or

experience in a field may all enhance the perceived expertise of a speaker (Gass and Seiter, 2011).

Scholars have indicated that source expertise is a significant indicator of information quality

(Ismagilova et al., 2020; Mun et al., 2013). As the heuristic–systematic model posits, individuals

often rely on heuristic cues because they tend to exert minimal effort in processing information

(Chen and Chaiken, 1999; Chung et al., 2020; Eagly and Chaiken, 1993). Scholars have suggested

that source expertise serves as a cue (Chung et al., 2020; Ratneshwar and Chaiken, 1991; Zhu et

al., 2020). Signaling theory can also explain the link between source expertise and information

quality. This theory posits that consumers with product uncertainty may refer to cues in the

information given (Naujoks and Benkenstein, 2020). Source expertise serves as a cue (Bansal and

Voyer, 2000; Chung et al., 2020; Ratneshwar and Chaiken, 1991; Zhu et al., 2020).In other words,

information from source with extensive expertise is likely to be perceived as reliable and accurate

by consumers (Chung et al., 2020; Ismagilova et al., 2020; Mun et al., 2013; Ratneshwar and

Chaiken, 1991; Zhu et al., 2020). Additionally, according to Hovland’s persuasion model, the

characteristics of the source play a key role in persuasion. Scholars have suggested that the

persuasiveness of information originating from an expert is high (Martensen et al., 2018; Petty et

al., 1981; Walton, 1997; Wiener and Mowen, 1986) Expert-source arguments are typically

perceived as stronger than nonexpert arguments are (Chaiken and Maheswaran, 1994). In

live-stream shopping, streamers are often considered to be experts familiar with products and

experienced in making shopping recommendations (Chetioui et al., 2020; Wongkitrungrueng and

Assarut, 2018; Zafar et al., 2019). Therefore, the perceived expertise of streamers is assumed to

positively influence consumer perceptions of information and argument quality. H10 and H11 are

thus proposed:

11
H10 Streamer expertise positively influences information quality.

H11 Streamer expertise positively influences argument quality.

As the key mediators of live-stream shopping, streamers serve as the salespeople and make

statements regarding products or services (Wongkitrungrueng and Assarut, 2018;Ma, 2021). Lee

and Koo (2012) claimed that product experts typically have a high capacity to understand,

interpret, and process information. The marketing literature has indicated that seller expertise is an

essential attribute of service quality (Spake and Megehee, 2010). Salespeople with extensive

expertise are typically perceived as being skilled in solving problems and helping customers to

efficiently accomplish specific tasks (Czepiel et al., 1985; Dabholkar et al., 1996). Moreover,

salespeople with high competence can clearly convey product-related information and identify

products that cater to consumers’ needs (Crosby et al., 1990). Thus, the perceived expertise of

streamers is assumed to positively influence consumer perceptions of service quality in H12:

H12 Streamer expertise positively influences service quality.

2.5.2 Trustworthiness as mediator

As a crucial component of the source credibility model, trustworthiness refers to “the perceived

willingness of the source to make valid assertions” (Moliner-Velazquez and Fuentes Blasco, 2012).

Trustworthiness is related to a source’s honesty and integrity (Dholakia and Sternthal, 1977). Lui

and Standing (1989) suggested that trustworthiness is more impactful than expertise is in source

credibility. Similarly, McGinnies and Ward (1980) suggested that a message recipient is likely to be

persuaded if the source is trustworthy but does not have extensive expertise. A distinctive feature of

live-stream shopping is its authenticity and realness (Wongkitrungrueng and Assarut, 2018). First,

as mentioned, digital influencers are considered reliable and sincere because they are less beholden

to commercial interests than traditional influencers are (Evans et al., 2017; Forbes, 2019;

Martínez-López et al., 2020; Odell, 2016; Wiley, 2014). Second, streamers’ demonstrations or use

of products in real-life settings may enhance their trustworthiness (Schouten et al., 2020). The

marketing literature has demonstrated that salespeople with higher-level expertise are perceived as

12
more trustworthy (Busch and Wilson, 1976; Doney and Cannon, 1997). Liu and Oda (2021)

suggested that live streamers’ expertise is related to their trustworthiness. Moreover, information

from a highly trustworthy source is perceived as useful and credible (González-Rodríguez et al.,

2016; Shamhuyenhanzva et al., 2016; van Tonder and Petzer, 2018). Pervasiveness is also

predicted by source trustworthiness (Cheung et al., 2009; Martensen et al., 2018). More recent,

Gao et al.(2021) have found a link between live streamer trustworthiness and message

persuasiveness. Besides, Grönroos (1990) suggested that reliability and trustworthiness are among

the criteria for evaluating service quality. Therefore, H13–H15 are proposed as follows:

H13 Trustworthiness mediates the source expertise–information quality relationship.

H14 Trustworthiness mediates the source expertise–argument quality relationship.

H15 Trustworthiness mediates the source expertise–service quality relationship.

13
 The proposed hypotheses in the current study are summarized in Fig. 1.

Trustworthiness
(mediator) Information
Quality
H10

Source
H14

Expertise

Service H2 Satisfaction
Quality

Media
Richness

Argument
Quality
Social
Presence
(Mediator)

Fig. 1. Hypotheses in the current study.

14
3.Methodology

3.1. Construct measurement

On the basis of the theoretical foundations detailed in Section 2, the current study measured

eight constructs with 5-point Likert-type scales, with items scored from strongly agree to strongly

disagree: information quality, service quality, argument quality, live-stream shopping satisfaction,

source expertise, trustworthiness, media richness, and social presence. All of the items were adapted

from prior studies to fit the live-stream shopping context.

Items used by Chen (2013) were adapted to measure information quality and service quality,

and items from Cheung et al. (2009) were adapted to measure argument quality. For measuring

live-stream shopping satisfaction, items from Eid (2011) and Hsu et al. (2014) were modified. Items

from Shen et al. (2010) and Munnukka et al. (2016) were adjusted to measure source expertise, and

items used by Lu et al. (2014) and Ohanian (1990) were modified to measure trustworthiness. Items

measuring media richness were adjusted from Fernandez et al. (2013). For the measurement of

social presence, items were modified from Ou et al. (2014). A university professor translated a

Chinese version of the questionnaire from the original English, and this was back-translated into

English by a veteran translator to enable evaluation of the translation accuracy. The items were

modified again after a pilot test (n = 50).

3.2. Data collection

In September 2020, a survey company affiliated with Wenjuanxing.com was hired to collect

data from experienced Chinese live-stream shoppers. A total of 320 questionnaires were distributed

online, and 276 responses were obtained. After the questionnaires with the same answers for all

items were eliminated, the remaining 237 valid responses were analyzed. Table 1 demonstrates the

demographic characteristics of the respondents.

15
Table 1

Demographic information of respondents (N= 237).

Measure Items Frequency Percentage (%)

Gender Male 125 52.70

Female 112 47.30

Age ≤18 33 13.9

19-30 88 37.1

31-40 48 20.3

41-50 15 6.3

51≤ 53 22.4

Education ≤High school 59 24.9

Undergraduate 142 59.9

Master's 31 13.1

Doctor's 5 2.1

Experience ≤1 year 91 38.4

2-3years 55 23.2

4 years ≤ 91 38.4

16
4. Data analysis

4.1. Measurement model analysis

The eight constructs investigated in the present study were measured using 26 items. Original

items reported in the prior literature were adapted, as explained in Section 3.1, to the context of

live-stream commerce; thus, the questionnaire had content validity. The reliability and validity of

the measurement scales were tested prior to the hypothesis testing. Data were analyzed using

AMOS 24 and SPSS 24 (IBM, Armonk, NY, USA). The study constructs had convergent validity,

as indicated by factor loadings >0.6 and average variance extracted (AVE) values >0.5 (Fornell and

Larcker, 1981) (Table 2). The constructs were also reliable, as indicated by composite reliability

values >0.7 (Hair et al., 2010) (Table 2). The constructs also had discriminant validity, as indicated

by the square roots of the constructs’ AVE values exceeding the interconstruct correlations (Fornell

and Larcker, 1981) (Table 3).

17
Table 2

Reliability and convergent validity analysis

Construct Items Unstd. S.E. t-value P Std. SMC CR AVE

MRT MRT1 1 0.961 0.924 0.978 0.919

MRT2 0.973 0.027 35.651 *** 0.956 0.914

MRT3 0.994 0.027 36.348 *** 0.959 0.920

MRT4 1.009 0.028 36.098 *** 0.958 0.918

TR TR1 1 0.898 0.806 0.951 0.830

TR2 0.953 0.046 20.549 *** 0.885 0.783

TR3 1.057 0.042 24.939 *** 0.953 0.908

TR4 0.987 0.045 22.088 *** 0.908 0.824

SVQ SVQ1 1 0.947 0.897 0.972 0.920

SVQ2 1.037 0.028 36.808 *** 0.980 0.960

SVQ3 1.026 0.032 31.976 *** 0.951 0.904

EXP EXP1 1 0.894 0.799 0.953 0.870

EXP2 1.207 0.047 25.445 *** 0.969 0.939

EXP3 1.141 0.048 23.602 *** 0.934 0.872

SAT SAT1 1 0.821 0.674 0.911 0.775

SAT2 1.195 0.069 17.251 *** 0.950 0.903

SAT3 1.051 0.065 16.106 *** 0.865 0.748

AQ AQ1 1 0.965 0.931 0.959 0.886

AQ2 1.016 0.028 36.347 *** 0.968 0.937

AQ3 0.904 0.035 25.521 *** 0.889 0.790

IFQ IFQ1 1 0.907 0.823 0.962 0.893

IFQ2 1.105 0.040 27.867 *** 0.970 0.941

IFQ3 1.093 0.041 26.882 *** 0.957 0.916

SP SP1 1 0.872 0.760 0.897 0.744

SP2 1.315 0.079 16.571 *** 0.887 0.787

SP3 1.229 0.080 15.459 *** 0.828 0.686

Note: EXP, source expertise; MRT, media richness; TR, trustworthiness; SP, social presence; IFQ, information

quality; SVQ, service quality; AQ, argument quality; SAT, satisfaction

18
Table 3

Discriminant validity test

AVE SP TR MRT EXP AQ SVQ IFQ SAT

SP 0.744 0.863

TR 0.830 0.226 0.911

MRT 0.919 0.590 0.648 0.959

EXP 0.870 0.002 0.641 0.363 0.933

AQ 0.886 0.341 0.609 0.709 0.576 0.941

SVQ 0.920 0.337 0.622 0.613 0.601 0.631 0.959

IFQ 0.893 0.160 0.590 0.505 0.645 0.564 0.581 0.945

SAT 0.775 0.242 0.554 0.572 0.600 0.642 0.666 0.689 0.880

Square root of AVE in bold on diagonals

Off diagonals are Pearson correlation of constructs

Note: EXP, source expertise; MRT, media richness; TR, trustworthiness; SP, social presence; IFQ, information

quality; SVQ, service quality; AQ, argument quality; SAT, satisfaction

19
4.2. Structural model analysis

AMOS 24 was used for structural equation modeling and hypothesis testing because it can

analyze causal relationships among several latent variables (Bollen, 1989; Iacobucci, 2010). It also

has the advantage of considering latent variables with multiple indicators measured with errors;

conversely, regression analyses yield only simple mean scores to reflect variables measured using

several items (Iacobucci, 2009). Additionally, the adequacy of model fit can be determined with

SEM fit indices (Hu and Bentler, 1999; Iacobucci, 2010), including root-mean-square error of

approximation (RMSEA); normed chi-square (χ2/degrees of freedom [df]); goodness-of-fit index

(GFI) and adjusted GFI (AGFI), used here for absolute fit; and comparative fit index (CFI), used

here for comparative fit. Fit is favorable when RMSEA < 0.08 (Brown and Cudeck, 1993) and χ2/df

= 1–5, with smaller χ2/df indicating closer model fit (Wheaton et al., 1977). GFI and AGFI > 0.80

and CFI > 0.90 are considered to indicate acceptable model fitting (Byrne, 2012; Chau and Hu,

2001; Hu and Bentler, 1999). For the model constructed in this study, the following values were

obtained: RMSEA = 0.082, χ2/df = 2.574, GFI = 0.860, AGFI = 0.813, and CFI = 0.965. Thus, most

of the indices suggested acceptable model fit. Figure 2 displays the SEM findings, which support

H1–H6 and H10–H12.

20
 Information
Quality
0.57***
0.36***
0.25***
Source
Expertise
0.39***
Service 0.24***
Satisfaction
Quality

0.59***

0.35*** 0.21**
Media
Richness

0.58*** Argument
Quality

Fig. 2. Standardized estimates of the base model.

5. Mediating effects

Mediation was tested through nonparametric bootstrapping, which can be used to accurately

evaluate indirect effects and in which no questionable assumptions need be made about variable

distributions, as is the case in traditional methods (Bollen and Stine, 1990; Shrout and Bolger, 2002).

These advantages are gained even for small sample sizes (Preacher and Hayes, 2008). Compared

with conventional methods, bootstrapping can better detect indirect effects (Hayes and Scharkow,

2013). Bootstrapping is a data resampling technique (Efron, 1982); many samples of size n are

drawn from an initial sample. Bootstrapping implemented in AMOS 24 was used to determine the

total, direct, indirect effects and thus detect any mediating effects. Statistical significance was

evaluated through bootstrap resampling 5000 times, and the 95% confidence interval (CI) bounding

each estimate was calculated. Table 4 details the estimates for each direct and indirect path,

percentile and bias-corrected 95% confidence intervals. Confidence intervals not including 0

indicated a significant effect. H7–H9 and H13–H15 were discovered to be supported.

21
Table 4

Mediating effects of trustworthiness and social presence.

Bootstrapping

Points of Bias-corrected
Point Percentile 95%
Path Coefficients Percentile 95% Two-tailed
Estimate CI
CI significance

SE Z Lower Upper Lower Upper

Standardized direct effects

EXP→IFQ 0.357 0.057 6.263 0.245 0.469 0.243 0.467 0.002(**)

EXP→SVQ 0.136 0.055 2.473 0.021 0.241 0.028 0.244 0.008(**)

EXP→AQ -0.007 0.044 -0.159 -0.091 0.081 -0.090 0.081 0.868

MRT→IFQ 0.661 0.075 8.813 0.506 0.796 0.500 0.794 0.002(**)

MRT→SV 0.844 0.059 14.305 0.723 0.954 0.704 0.943 0.004(**)

MRT→AQ 0.788 0.060 13.133 0.656 0.897 0.655 0.896 0.002(**)

Standardized indirect effects

EXP→IFQ 0.354 0.039 9.077 0.281 0.435 0.287 0.441 0.001(**)

EXP→SVQ 0.432 0.051 8.471 0.331 0.531 0.335 0.534 0.002(**)

EXP→AQ 0.538 0.057 9.439 0.428 0.653 0.434 0.655 0.001(**)

MRT→IFQ -0.172 0.049 -3.510 -0.275 -0.082 -0.283 -0.088 0.001(**)

MRT→SV -0.140 0.040 -3.500 -0.228 -0.068 -0.234 -0.075 0.001(**)

MRT→AQ -0.093 0.042 -2.214 -0.178 -0.019 -0.185 -0.023 0.012(**)

Standardized total effects

EXP→IFQ 0.711 0.046 15.457 0.615 0.795 0.614 0.794 0.002(**)

EXP→SVQ 0.568 0.048 11.833 0.461 0.653 0.465 0.657 0.002(**)

EXP→AQ 0.531 0.054 9.833 0.420 0.637 0.419 0.633 0.002(**)

MRT→IFQ 0.489 0.061 8.016 0.363 0.602 0.354 0.597 0.003(**)

MRT→SV 0.703 0.057 12.333 0.588 0.809 0.571 0.802 0.003(**)

22
MRT→AQ 0.696 0.049 14.204 0.591 0.786 0.591 0.786 0.002(**)

Note: Standardized estimating of 5000 bootstrapping sample. *p＜0.05 **p＜0.01*** p＜0.001

Note: EXP, source expertise; MRT, media richness; TR, trustworthiness; SP, social presence; IFQ, information

quality; SVQ, service quality; AQ, argument quality; SAT, satisfaction

23
6. Discussion

6.1. Main findings and contributions

Because research on customer satisfaction with live-stream shopping is scarce, the current

study constructed a quality-based model to explore the determinants of this satisfaction.

Consistent with Chen’s (2013) findings revealing the effects of information quality and service

quality in the IS success model on consumer satisfaction with m-shopping, the results of the

current study reveal that information and service quality are strong indicators of consumer

satisfaction with live-stream shopping. Thus, H1 and H2 were supported empirically. Notably,

Gao and Bai (2014) and Tam et al. (2020) have presented contradictory findings that platform

information quality does not affect customer satisfaction. One possible explanation is that

consumers care more about information quality in the live-stream shopping context because it may

meet their utilitarian needs, which have been established as the key motivation of live-stream

shopping (Cai et al., 2018; Wongkitrungrueng and Assarut, 2018).

Generally consistent with Park et al. (2007), argument quality in the present study was

positively related to satisfaction. Accordingly, H3 was supported. The findings suggest that

consumers tend to form favorable attitudes toward live-stream shopping when streamers make

valid and persuasive statements regarding products during live streams. Echoing scholars who

have claimed that media richness helps to satisfy the information needs of e-commerce consumers

(Chen and Chang, 2018; Liao et al., 2020), the present study demonstrated that media richness is a

strong antecedent of information quality in live-stream shopping. Similarly, as demonstrated by

Yin et al. (2018) and Ho and Bodoff (2014), the current findings indicate that media richness is

related to service quality. The current study also confirmed that the higher the media richness, the

stronger is the argument quality—consistent with previous marketing studies (Kisielius and

Sternthal, 1986; Ho and Bodoff, 2014; Tam and Ho, 2005). The research findings imply that the

richer the media, the higher is the consumer-perceived quality of information, services, and

arguments. Thus, H4–H6 were supported. In addition, as predicted, social presence significantly

mediated the relationships of media richness with information, service, and argument quality.

Hence, H7–H9 were supported empirically. These findings echo those of Dash and Saji (2008) on

social presence in marketing.

Echoing the research findings of Mun et al. (2013) and Martensen et al. (2018), the current

24
study proved that source expertise is an antecedent of information and argument quality. Similarly,

service quality was predicted by source expertise. This finding is consistent with previous studies

on retail (Crosby et al., 1990; Lee and Koo, 2012; Spake and Megehee, 2010). The research

findings suggest that streamer expertise influences consumer perceptions of information, service,

and argument quality. Thus, H10–H12 were supported. In contrast with the findings of Huang and

Chen (2006) and Willemsen et al. (2012), which indicated that experts are likely to be perceived

as less trustworthy, the current findings demonstrate that trustworthiness mediates the

relationships of source expertise and information, service, and argument quality. The research

findings were generally consistent with the research findings of Zafar et al. (2019), who confirmed

the importance of source authenticity in commerce success. Therefore, H13–H15 were supported,

meaning that all the hypotheses in the current study were supported empirically. It is noteworthy

that the results were inconsistent with the finding of Wiener and Mowen (1986) that endorser

trustworthiness does not influence persuasive strength. One explanation is that traditional

endorsers do not make statements or demonstrate products in detail, and their character thus does

not affect their persuasiveness considerably. In live-stream shopping, however, grassroots

influencers, who are regarded as reliable, interact with viewers, answering questions and

introducing and demonstrating products; their characteristics and abilities thus strongly influence

the viewer experience. In this case, the inconsistent finding highlights the critical role that

streamers play in this new mode of commerce.

6.2 Contribution to theory

The current study is among the first studies exploring the determinants of customer

satisfaction with live-stream shopping. This study investigated aspects not addressed in the

existing literature on live-stream commerce (Ang and Anaza, 2018; Cai et al., 2018; Chen et al.,

2019; Hou et al., 2019; Kang et al., 2020; Leeraphong and Sukrat, 2018; Liu et al., 2021; Ma,

2021; Sun et al., 2019; Todd and Melancon, 2018; Wang and Wu, 2019; Wongkitrungrueng and

Assarut, 2018; Xu et al., 2020; Zhang et al., 2020) by constructing an integrated research model

incorporating service quality, information quality, argument quality, source expertise, and media

richness to obtain a quality-based representation of customer satisfaction with live-stream

shopping.

Second, the inclusion of argument quality resulted in a model that was suitable for the

investigated context, thereby extending the IS success model to the live-stream commerce context.

25
Numerous studies have adopted the IS success model to investigate consumer satisfaction with

new technologies (Al-Fraihat et al., 2020; Chen, 2013; Chen, 2019; Gao and Bai, 2014; Hsu et al.,

2014; Sharma and Aggarwal, 2019; Shim and Jo, 2020; Tam et al., 2019; Wang and Teo, 2020;

Wu and Chen, 2015), but very few have done so in the live-stream shopping context (Xu et

al.,2020; Zhang et al.,2020). The inclusion of argument quality increases understanding of the

quality factors that explain customer satisfaction because the strength of statements made by live

streamers influence consumers’ attitude toward live-stream shopping (Chaiken and Maheswaran,

1994). By exploring the antecedents of argument quality, this study extends the literature on

argument quality to live-stream commerce.

Third, although some studies have investigated the antecedents of the IS success quality

factors (Hsu et al., 2014; Wu and Chen, 2015), the current study additionally considered media

richness and source expertise in live-stream commerce in an attempt to link media richness, source

expertise, and the IS success model. Integrating media richness theory and the source credibility

model with IS success, the present study established links among media richness, source expertise,

and information, service, and argument quality. Thus, the current study contributes a new

perspective for social scientists investigating the factors influencing satisfaction with live-stream

shopping and indicates that the IS success model, media richness theory, and the source credibility

model can be simultaneously employed for such investigation.

Fourth, mediation analysis revealed the mechanisms through which source expertise and

media richness are related to information, service, and argument quality. The finding that

trustworthiness fully mediates the source expertise–argument quality relationship implies that

trustworthiness is a distinctive feature differentiating live streamers from traditional endorsers

(Forbes, 2019; Odell, 2016). Trustworthy streamers have proven influential on consumer

behaviors and intentions (Park and Lin, 2020; Singh et al., 2020; Wongkitrungrueng and Assarut,

2018). This study’s full mediation model suggests that source expertise is a crucial indicator of

argument quality but that the effect is strongly influenced by source trustworthiness.

Fifth, this study expands the factors that social presence is related to from social factors to

quality factors, which are associated with functional factors. Despite the devotion of ample

research attention to the effect of social presence on relationship building and customer behavioral

intentions (Gan and Li, 2018; Kim et al., 2020; McLean and Osei-Frimpong, 2019; Sun et al.,

2019), research concerning the impact of social presence on quality factors remains lacking. Little

research has investigated the relationship connecting social presence and service quality (He et al.,

2012; Kang and Lee, 2016). Thus, the current study extends the research scope by examining

26
whether social presence is essential in the relationships between media richness and quality factors

in the live-stream commerce context.

Sixth, this study extends the literature on media richness theory by linking media richness

with quality factors. Media richness research has concentrated on its impacts on user loyalty and

commitment (Hsu et al., 2020; Liao et al., 2020; Tseng et al., 2019). The current study extends the

literature by investigating how media richness affects quality factors; this may help scholars

further understand the media richness–customer satisfaction and media richness–customer loyalty

relationships.

Finally, this study extends the source credibility model by presenting the impacts of source

expertise and trustworthiness on quality factors in live-stream shopping. The source credibility

model has been employed in many studies for understanding the influence of source

characteristics on consumer attitude (Chetioui et al., 2020; Schouten et al., 2020; Zhu et al., 2020),

consumer intention (Ismagilova et al., 2020; Park and Lin, 2020; Tan and Liew, 2020), and

relationship quality (Srinivasan et al., 2020; Yuan and Lou, 2020). However, research

investigating the relationships between source characteristics and quality factors has been limited.

Therefore, this study fills the gap in the research by studying the influence of source expertise and

trustworthiness on information, service, and argument quality. The research findings may help

scholars better understand the influence of source characteristics in the future.

6.3 Practical significance

The current study has practical significance in five areas:

First, the research findings indicate that source expertise is an antecedent of information,

service, and argument quality. Therefore, brands should select digital celebrities with high

expertise because such expertise can greatly enhance the success of live-stream commerce. In

addition, live streamers should practice their broadcasting and demonstration skills to enhance

their image as experts, which further influence consumer perceptions of information, service, and

argument quality. Additionally, streamers should identify their specialties and position themselves

appropriately, such as by considering what types of product they excel at promoting (e.g.,

cosmetics, snacks, and fitness equipment). An advertising study suggested that product–endorser

congruence enhances advertising effectiveness (Zhou et al., 2020). For example, celebrity athletes

are perceived as experts on sports products and thus to make reliable recommendations thereof.

Similarly, beauty bloggers are seen as experts who can help consumers select beauty products.

27
Hence, streamers who are focused on a particular topic of interest may, given their specialized

knowledge, be perceived as providing higher quality service and more persuasive arguments.

Djafarova and Trofimenko (2019) and Ma (2021) have suggested that influencers who have a

large follower base are usually regarded as experts. Thus, streamers should enlarge their follower

base because doing so may influence the information, service, and argument quality perceived by

viewers.

Second, the mediating role of trustworthiness in the aforementioned relationships was

identified, suggesting that trustworthiness should not be overlooked, even though source expertise

is crucial. Therefore, trustworthiness is another characteristic that brands must consider when

selecting live streamers. Live streamers should also endeavor to present themselves as sincere and

trustworthy and present products authentically. For example, streamers should not wear excessive

makeup because doing so may give a less trustworthy impression (Mittal and Silvera, 2020).

Additionally, many live-stream platforms have a beauty filter, but streamers may be perceived as

more trustworthy if they turn off this function, revealing their natural beauty. Streamers are also

advised to hedge when making statements regarding products because doing so may lead to higher

perceived trustworthiness and credibility (Kamins et al., 1989; Mayweg-Paus and Jucks, 2018).

Moreover, as mentioned, streamers should determine their specialty because specialization can

improve consumer perceptions of trustworthiness (Arenas-Márquez et al.,2021). Finally, as can be

inferred from speech act theory, streamers should learn more about their followers and use an

effective linguistic style during their streams because their followers can use linguistic style as a

cue to assess streamers’ trustworthiness (Ansari and Gupta, 2021; Austin, 1975).

Third, the research findings indicate that media richness is another strong antecedent of

information, service, and argument quality. Thus, platform creators are advised to implement

more functions that facilitate streamer–viewer and viewer–viewer interactivity and product

demonstration. Features such as online communities may enhance information exchange between

streamers and viewers. In some situations, streamers miss questions when too many comments are

posted during a stream, or viewers may miss some information regarding target products. Thus, an

online community allows viewers to pose questions to a group, and other viewers or streamers can

respond to the questions when they are available, thus fulfilling viewers’ need for product

information. Ideally, respondents would answer questions by using multiple media, such as audio,

video, and text, to transmit richer information to other viewers and increase the information

quality.

Fourth, the mediating role of social presence in the aforementioned relationships was

28
confirmed in the current study. Platform developers are advised to embed functions that enhance

medium warmth to heighten viewer-perceived social presence. For example, platforms can use

anthropomorphized strategies such as natural language navigation to increase warmth.

Additionally, platform creators are advised to apply immersive technology on their live-stream

platforms because technological immersion positively affects social presence (Cummings and

Bailenson, 2016). Streamers can also implement appropriate methods of increasing perceived

social presence, such as responding to viewers by name. Streamers are advised to use natural

language during their streams because informal and natural styles of language can improve the

perceived social presence (Nass and Steuer, 1993).

Fifth, the research findings suggest that service, information, and argument quality are

significant indicators of consumer satisfaction with live-stream shopping. Thus, streamers are

advised to broaden their knowledge on brands and products to provide reliable and complete

information and make valid assertions during live streams. Streamers should shorten response

time during streams because response time is a crucial indicator of service quality (Lew et al.,

2018). Concurrently, live streamers should improve their response quality and make relevant

recommendations that cater to consumers’ needs to improve their shopping experience. To

improve service quality, brands may hire some streamer assistants who can respond to questions

regarding products by using the chat feature during a live stream when streamers are occupied.

Additionally, creators can implement additional functions to facilitate visual demonstration and

streamer–shopper interaction, such as AR technology, 3D images, and online communities (Choi

and Taylor, 2014; Goh et al., 2013; Lavoye et al., 2021), to enhance customer satisfaction with

live-stream shopping. Lastly, streamers should identify effective methods of expression because

the method of expression tends to be more persuasive than the content (Tan et al., 2007).

6.4. Limitations and implications

This research has various limitations that can inform future studies.

First, the current study mainly focused on quality indicators related to streamers and their

influence on consumer satisfaction. In the future, scholars can consider other variables associated

with live-stream consumer satisfaction, such as employee empathy (Ngo et al., 2020), consumer

affect (Wang and Jiang, 2019), customer values (Foroudi et al., 2019), the customer experience

(Williams et al., 2020), trust (Lin et al., 2019), language style (Holmqvist et al., 2019), and

perceived value (Pang, 2021). Scholars could also construct a holistic model integrating social,

29
affective, and technical factors to fully understand consumer satisfaction and the success of

live-stream commerce.

Second, the current study explored the antecedents of information, service, and argument

quality from the perspectives of media richness theory and the source credibility model. In the

future，researchers can consider other determinants of service, information, and argument quality.

For example, macroinfluencers with large followings are often seen as experts who can provide

valuable information (Djafarova and Trofimenko, 2019; Ma, 2021). Thus, the number of followers

and influencer reputation may affect consumers’ perceptions of information quality. Wan et al.

(2012) proposed relationship quality as a major determinant of service quality. Kao et al. (2020)

claimed that star rating and deal popularity affect perceptions of service quality. Hence, these

factors should be included in future studies exploring the antecedents of service quality. Similarly,

platform credibility should be considered because it is an essential indicator of argument quality

(Yin et al., 2018). Other characteristics of sources, such as similarity, should be examined as

antecedents of information, service, and quality. Scholars have suggested that information from

sources that are similar is perceived to be more persuasive and reliable (Hernández-Ortega, 2018;

Lu et al., 2016).

Third, the current study did not differentiate sources of information quality, such as

information from streamers or other viewers, in the relationship with consumer satisfaction.

Consumers may derive valuable information from interaction with other consumers (Chen et al.,

2020; Cheng et al., 2019) or from the communication between other viewers and the streamer

(Leonardi, 2014). Thus, studies differentiating information sources may provide practitioners with

more detailed information on how the information quality of live-stream shopping can be

improved.

Fourth, although this study verifies the effects of social presence, this study does not specify

the dimensions of social presence, such as the social presence of the viewers, streamers, or

platforms. Ming et al. (2021) suggested that the various dimensions of social presence influence

consumer trust differently in the context of live streaming. Thus, social presence can be divided

into different dimensions in subsequent studies on live streaming.

Fifth, similar to Gao and Bai (2014) and Wongkitrungrueng and Assarut (2018) and Lee et al.

(2020), the current study did not include control variables, such as gender, age, educational

background and shopping experience, in the statistical analysis. Prior scholars have suggested that

age and gender are crucial variables in marketing research (Karatepe, 2011; Khan et al., 2020; Ye

et al., 2019). Therefore, future studies should control for some variables because they may

30
influence consumer preferences and satisfaction. Additionally, the gender and age of streamers

should be considered because consumers may have different expectations of streamers of different

ages and genders (Lecoeuvre et al., 2021; Todd and Melancon, 2018). The expectations may

further affect consumer satisfaction.

Sixth, as Zeithaml et al. (1993) suggested, consumer satisfaction can be classified into

prepurchase and postpurchase satisfaction. The current study mainly focused on consumer

satisfaction during live streams; postpurchase satisfaction factors were not considered. Thus,

future studies may explore the indicators of consumer satisfaction at different stages of a purchase.

Finally, the current study data were collected in China; thus, the research findings may be

constrained to the Chinese context. Thus, evaluation of this framework in other contexts is

warranted because culture can influence consumer behavior.

31
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Appendix A Measurement items
Information Quality (IFQ)
IFQ1 Overall, I get useful information from live-stream shopping.
IFQ2 Overall, I get reliable information from live-stream shopping.
IFQ3 Overall, I get the precise information I need from live-stream shopping.

Service Quality (SVQ)

SVQ1 When I participate in live-stream shopping, the live streamers understand my specific
needs.
SVQ2 When I participate in live-stream shopping, the live streamers have the knowledge to
answer my questions about the products.
SVQ3 When I participate in live-stream shopping, the live streamers are responsive to my
questions about the products.

Argument Quality (AQ)

AQ1 Information provided by the live streamers is convincing.
AQ2 Information provided by the live streamers is supported by strong arguments.
AQ3 Information provided by the live streamers is persuasive.

Media Richness (MRT)

MRT1 The live-stream platforms allow me to give and receive timely feedback.
MRT2 The live-stream platforms help me communicate quickly
MRT3 The live-stream platforms allow users to communicate with different types of messages,
such as audio, video, text, and stickers.
MRT4 The live-stream platforms help me better understand others and satisfy their needs.

Source Expertise (EXP)

EXP1 The live streamers are very knowledgeable about many brands and products.
EXP2 The live streamers are experts on products or services.
EXP3 I feel that streamers are competent enough to make assertions about things that they are
good at.

Social Presence (SP)

SP1 When I participate in live-stream shopping, I can feel a sense of human contact.
SP2 When I participate in live-stream shopping, I can feel a sense of human warmth.
SP3 When I participate in live-stream shopping, I can feel a sense of human sensitivity.

Trustworthiness (TR)
TR1 I believe that I can depend on live streamers to make purchase decisions.
TR2 I believe that live streamers are sincere.
TR3 I believe that live streamers use the products that they advertise.
TR4 I believe that live streamers are reliable.

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Satisfaction (SAT)
SAT1 I feel good regarding my decision to participate in live-streaming shopping .
SAT2 The overall live-stream shopping experience meets my expectations.
SAT3 I am satisfied with the overall purchase experience of live-stream shopping.

57
Appendix B Selected literature

Studies Theoretical background Antecedents Dependent Underlying Moderators

variable mechanism

The current study IS success model/ media richness/ customer information quality/ N.A.

media richness theory/ source expertise satisfaction service quality/

source credibility argument quality/

model social –presence

(mediator)/

trustworthiness

(mediator)

Ma (2021) U&G/ perceived network size purchase shopping N.A.

network externality intention orientations(mediator)/

theory perceptions of digital

celebrities(mediator)/

perceived enjoyment/

perceived interaction/

social presence/

58
 perceived utility/

self-presentation

Liu et al. (2021) intimacy theory personal brand online authenticity/ N.A.

essence/ engagement similarity/

personal brand customer response

heritage/ capability/

realistic plot/ intimacy

credible advertising

message/

customer response

expertise/

customer response

speed

Li et al. (2021) attachment theory / interaction/ visit duration/ emotional attachment to N.A.

socio-technical identification/ user retention streamers/

approach synchronicity/ platform attachment

vicarious expression

59
Fei et al. (2021) S-O-R herding message/ purchase endogenous attention/ anchor attractiveness

interaction text intention exogenous attention

Lin (2021) social presence theory para-social relationship virtual gift enjoyment/ social presence

sending intention loyalty/

trust/

satisfaction

Li and Peng (2021) attachment theory/ trustworthiness/ gift sending emotional attachment/ N.A.

flow theory/ expertise/ intention flow experience

S-O-R attractiveness/

telepresence/

instant feedback/

interactivity/

entertainment

Gao et al.(2021) elaboration likelihood information purchase perceived mindfulness

model completeness/accuracy/currency intention/ persuasiveness

60
 streamer response

trustworthiness/attractiveness intention

bullet-screen consistency

co-viewer involvement

Sun and Zhang (2021) technology acceptance perceived ease of use payment satisfaction/ perceived enjoyment/

model intention perceived enjoyment/ satisfaction

perceived usefulness

Guo et al. (2021) trust transfer theory trust in community customer swift guanxi(mediator) N.A.

trust in members/ engagement

trust in broadcasters/

trust in products

Lakhan et al. (2021) S-O-R/ entertaining/ consumers trust/ N.A.

consumer perception opinion leaders purchase perceived functional value/

value theory intention perceived emotional value

Ming et al. (2021) S-O-R/ social presence of live impulsive buying consumer trust/ consumers'

61
 flow theory streaming platforms/ behavior flow state sense of power

viewers/

streamers/

telepresence

Liu and Oda (2021) source credibility attractiveness/ trust in live N.A. N.A.

theory expertise/ streamers/

trustworthiness trust in

products

Luo et al. (2021) persuasion model/ personality/ sales N.A. types of products

Latent dirichlet reward/

allocation topic emotion/

extraction model/ logic/

Aristotle's rhetoric exaggeration

skills/

grounded theory

Lee and Chen (2021) S-O-R attractiveness/ urge to buy perceived enjoyment/ N.A.

62
 expertise/ impulsively perceived ease of use

trustworthiness/

product usefulness/

purchase convenience/

product price

Hsu and Lin (2021) U&G/ entertainment/ continuance satisfaction/ N.A.

flow theory informativeness/ intention to use flow

sociability/ live stream

interactivity/ services

telepresence

Xu and Tayyab (2021) media system immersive experience media Attitude(mediator) frequency

dependency theory dependency of use

Long and U&G real-time communication/ motives and uses N.A. gender

Tefertiller (2020) escape/ of live streaming

fun seeking/ services

partnership seeking/

63
 social interaction

Xu et al. (2020) S-O-R streamer attractiveness / hedonic cognitive N.A.

para-social interaction / consumption / assimilation(mediator) /

information quality impulsive arousal(mediator)

consumption /

social sharing

Zhang et al. (2020) Social exchange theory Information quality/ purchase swift guanxi(mediator) N.A.

interaction quality intention

Kang et al. (2020) S-O-R responsiveness/ customer tie strength(mediator) tenure of membership/

personalization engagement popularity

Zhang et al. (2020) construal level theory live streams strategy online purchase psychological distance/ product type

intention perceived uncertainty

Park and Lin (2020) celebrity endorsement/ wanghong-product fit intention to buy wanghong trustworthiness/ N.A.

match-up hypothesis / attractiveness/

64
 live content-product utilitarian attitude/

fit/ hedonic attitude

self-product fit

Chen et al. (2020) ELM model/ central route purchase trust in product/ N.A.

trust transfer theory (perceived product intention/ trust in streamer

quality, brand willingness to

awareness)/ pay more

peripheral route

(perceived product

knowledge of

streamers,

other members'

endorsement,

value similarity)

Heo et al. (2020) social capital theory/ trust/ social capital N.A. N.A.

credibility theory norm/

network/

65
 attractiveness/

expertise/

trustworthiness

Hsu et al. (2020) U&G/ perceived media loyalty to entertainment/ N.A.

media richness theory richness livestream informativeness/

channels sociability

Lim et al. (2020) social cognitive wishful identification/ repeated viewing Para-social relationship N.A.

theory/ emotional engagement of live-streaming

model of para-social games

relationship

Singh et al. (2020) perceived value theory perceived enjoyment/ continued use of personal innovativeness/ N.A.

perceived risk/ live streaming perceived value

addiction/ services

expectancy

(effort, performance)/

values(convenience, monetary,

66
 emotional, social)

Kim and Kim (2020) U&G/ personal integration/ social flow/ N.A.

social identity theory social integration/ well-being / satisfaction

tension release/ loneliness of

affective gratification the viewers

Cheng et al. (2020) ELM model argument quality/ loyalty to trust belief toward the product involvement/

source credibility broadcaster broadcaster product scarcity

Ho and Rajadurai theory of absorptive convenience/ product knowledge acquisition/ N.A.

(2020) capacity/ interactivity trust/ knowledge knowledge assimilation

diffusion of innovation information efficacy

theory

Chen (2019) Post-acceptance model perceived usefulness/ continuous customer satisfaction N.A.

confirmation/ purchase

convenience/ intention

entertainment/

interaction

67
Sun et al. (2019) affordance theory visibility/ purchase immersion/ N.A.

metavoicing/ intention presence

guidance shopping

Hou et al. (2019) U&G interactivity/ continuous N.A. N.A.

social status display/ watching

humor appeal/ intention/

sex appeal consumption

intention

Lin et al. (2019) IT affordance / interactivity/ purchase mutual understanding/ N.A.

culture stickiness/ intention reciprocal favor/

WOM relationship harmony

Chen et al. (2019) mean-ends chain of value transmission/ purchase product uncertainty/ Interactivity/

lifestyle theory/ vicarious experience intention lifestyle fit uncertainty/ communication

socialized charismatic learning/ visibility

leadership theory/ product presentation

product uncertainty

68
 theory

Zhou et al. (2019) cognitive transactional social distance broadcast challenge stressors/ material values

theory intention hindrance stressors

Wang and Wu (2019) multimedia learning product interactivity/ user attitude/ product evaluation/ N.A.

theory/ communication immediacy/ user intention user serendipity

information foraging peer cues

theory

Cai et al. (2018) consumer motivation hedonic motivations/ shopping N.A. N.A.

theories utilitarian motivations intention

Todd and Melancon credibility model perceptions of source consumer N.A. gender of streamers

(2018) credibility motivation to

view livestream

broadcasts

Wongkitrungrueng and shopping values/ utilitarian value/ customer trust in products/ N.A.

69
Assarut(2018) social presence theory hedonic value/ engagement trust in sellers

symbolic value

Chen and Lin (2018) flow theory flow/ Intention to attitude / gender and age of

entertainment/ watch livestream perceived value viewers

social interaction/ shows

endorsement

Ang et al. (2018) social impact theory social presence/ search intention/ authentic consumer social viewing strategy

synchronicity subscribe viewing experience

intention (mediator)

Hu et al. (2017) social identity theory individual experience/ continuous broadcaster identification/ live streaming genres

co-experience watching group identification

intention

Bründl et al. (2017) technology acceptance co-experience actual use perceived enjoyment/ N.A.

model perceived ease of use/

perceived usefulness

70
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