Modelling the Effects of Variety-Seeking on WOM in a Livestream Context
Xiaobing Yao
College of Economics and Management, Fujian Agriculture and Forestry University, China and College of Business, University of Chester, UK.
Yanxia Zhang
Department of Marketing, Research Center for the Integration and Development of Teaching and Research to Innovative Humanity, Research Center for Cooperation and Innovation of Brand Culture and Trade Service, Guangzhou College of Technology and Business, Guangdong Province, 510800, China.
Xiaoqin Yu
Department of Marketing, Research Center for the Integration and Development of Teaching and Research to Innovative Humanity, Research Center for Cooperation and Innovation of Brand Culture and Trade Service, Guangzhou College of Technology and Business, Guangdong Province, 510800, China.
Tsai-Fa (TF) Yen *
Department of Marketing, Research Center for the Integration and Development of Teaching and Research to Innovative Humanity, Research Center for Cooperation and Innovation of Brand Culture and Trade Service, Guangzhou College of Technology and Business, Guangdong Province, 510800, China.
*Author to whom correspondence should be addressed.
Abstract
This study verifies the effects of fans' perceived variety-seeking on perceived value, attachment, and words of mouth in a live-streaming context. In this study, the questionnaire survey method was used to collect data, and 372 valid samples were obtained through online questionnaire survey. The results of the study found that the respondents' perceived value not only directly affected their words of mouth, but also affected their words of mouth through attachment while the manager didn’t concern variety seeking issue within a live broadcast situation. Moreover, in a live-streaming context, variety seeking do strengthen fans' perceived value-attachment relationships. Based on this, the study suggests that companies should prioritize improving the emotional and social value provided by live broadcasts to gain platform dependence and recognition from fans.
Keywords: Live broadcast, words of mouth, perceived value, attachment