Analysis · Business
Why a Livestream’s Satisfaction Score Is Not a Sales Score
By AWEI · AI-compiled · Published · Analysis prepared · 1 source · doi.org
Product quality occupied two different positions in a study of heritage livestream shopping: it had the largest estimated link with satisfaction, but the smallest direct link with purchase intention among four features examined. That difference makes the study useful for thinking about what a merchant’s viewer survey actually measures.
Xu Yingqing, Nurul Ain Mohd Hasan and Farhana Muslim Mohd Jalis published the research in Heliyon in 2024. They analyzed online questionnaires from 309 respondents, deliberately targeting people engaged in livestream commerce and interested in creative products associated with intangible cultural heritage. All reported having watched livestreams featuring those products.
Using ABC attitude theory, the researchers separated perceptions, satisfaction and purchase intention. They checked the questionnaire’s measurement properties, then used structural equation modeling to estimate relationships involving perceived product quality, streamer professionalism, interaction and entertainment. All four were positively associated with both satisfaction and willingness to buy.
The revealing distinction is between a direct association and the whole proposed pathway. The model also connected each feature to purchase intention through satisfaction. Quality’s smaller direct coefficient therefore does not establish that quality matters least to buying. Nor does the ordering of estimates establish statistically reliable differences between the features. A ranking depends on which outcome and pathway are being examined.
There are substantial limits. These were survey associations, not experimental effects or recorded purchases. Recruitment favored an already interested audience. Some coefficients differ between the narrative and tables. The mediation table also labels pathways as fully mediated despite significant direct paths elsewhere, making the proposed mechanism difficult to interpret confidently.
For a heritage merchant, the bounded lesson is to distinguish three questions: how viewers judge the product and presentation, how satisfied they feel, and whether they buy. This paper examines the first two alongside stated buying intentions. It cannot identify which broadcast change would deliver the most sales.
Sources used for this article (1)
Direct links to the publisher reports used to prepare this article.
- Source 1
- Purchase intentions for cultural heritage products in E-commerce live streaming: An ABC attitude theory analysis Xu Yingqing, Nurul Ain Mohd Hasan, Farhana Muslim Mohd Jalis
