Page 192 - 臺大管理論叢第32卷第1期

Straight into Your Heart: The Effect of Live-Streaming E-Commerce on Consumer Engagement

the generality of research results.
Second, this study relies on participants’ retrospective self-reporting data to measure
the pseudo-social relationships and self-verification experience. However, retrospective
self-reports may produce biased assessments of experience. We recommend future

researchers conduct their studies during the live-streaming and have viewers answer
the questionnaires and share their fresh impressions, thus improving the accuracy in the
measurement of the variables in viewer experience.

Thirdly, this study is a general study of livestreaming e-commerce and does not bring
product-related influencing factors into the scope of our discussion. We suggest future
studies take these factors into consideration when investigating on customer engagement
in the context of live streaming e-commerce.
Fourthly, there are various types of live-streamers. Some recommend only a single

brand, others recommend multiple products and brands, and still others even have their
own brands. This study focuses only on live-streamers that recommended a single brand.
It is suggested that future studies compare the differences between these various types of

live-streamers.
Fifth, this study reveals that there may be other factors (such as excitement) that
interfere with the effect of FOMO on identification and customer engagement. It is
suggested that future research further investigate the interference of other possible factors.

5. Contribution

This study complements existing social identity theory in exploring the consumer

psychology of livestreaming e-commerce. Previous studies on customer engagement have
ignored the needs of individual reference objects, self-definition, and self-construction in
community business. Besides, most of the past studies on identity are conducted within
a single form of identity. This study subdivides the concept of identity into three specific
forms, these being personal identity, community identity and brand identity, to make the

existing identity research more complete and enable us to better understand the impact
brought by live broadcasting.
This study proposes an architectural integration. The innovation of this study lies
in extending the live-streamer identity, community identity and brand identity of live-

184