Exploring the impact of Chinese customer experience on live streaming shopping in the domestic cosmetics industry

Abstract

Live streaming shopping (LSS) is a well-adopted approach that mixes live broadcasting and E-commerce to promote goods and establish rapid connections with customers. It is a place where buyers and sellers can frequently and meaningfully connect in real time to make transactions. Chinese consumers spend significant money and time on LSS, with cosmetics being one of the main categories of goods purchased. However, Chinese consumers tend not to purchase make-up made in China but prefer other countries’ brands. This study aims to investigate how Chinese LSS cosmetic businesses might improve the caliber of their client experience quality by comprehending the variables that influence client satisfaction. This study utilized the EXQ (customer experience quality) scale to understand the effect on the customer experience of LSS in the domestic cosmetics market. According to the subject focus, two additional dimensions: visual experience and information quality were employed to evaluate customer experience quality appropriately in improving the target customer’s experience. Significant associations with marketing outcomes such as satisfaction, loyalty intention, and word of mouth in domestic cosmetic markets were examined. Structural Equation Modeling (SEM) served as the primary analytical tool in this study, allowing for a comprehensive examination of the relationships between various constructs. Utilizing SEM, the researchers applied an Inquiry-Oriented Constructivist (IOC) approach to evaluate the questionnaire responses, enabling a nuanced understanding of customer perceptions. The study's findings shed light on the considerable impact of visual experiences on customer satisfaction, underscoring the pivotal role of h aesthetics in shaping consumer perceptions and preferences. Moreover, the refinement of the Experience Quality (EXQ) scale revealed intricate connections with marketing outcomes, highlighting the importance of delivering exceptional customer experiences in driving favorable business results. This study presents empirical evidence showcasing the effectiveness of the revised EXQ scale in predicting key marketing outcomes, thereby aiding in the development of more targeted and impact marketing strategies for both domestic and cosmetic brands on live streaming shopping (LSS) platforms. This study conclusively demonstrates the critical role of visual experience in enhancing customer satisfaction. Leveraging a robust data set comprising 406 samples, the study formulates effective marketing strategies centered around visual experience. This study yields two pivotal outcomes: firstly, the refinement of the Experience Quality (EXQ) scale, specifically tailored to the local self-sufficient context in live streaming shopping (LSS) within the Domestic Cosmetic Sector (DCS); secondly, the formulation of a comprehensive marketing strategy aimed at elevating customer experience quality. By expanding the applicability of the customer experience quality scale, this research contributes significantly to our understanding of customer behavior in the domestic cosmetic sector, prompting marketers to consider various touch points throughout the customer journey in LSS interactions