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Publication date: 17 December 2024

Pingjun Lu, Lin Fang, Qiying Chen and Xujie Ma

A live-stream failure occurs when the product which is highly recommended by the influencers and exhibited quality problems. This study investigated how brand trust and…

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Abstract

Purpose

A live-stream failure occurs when the product which is highly recommended by the influencers and exhibited quality problems. This study investigated how brand trust and influencers trust affect live-streaming purchase intentions (PIs) of consumers when live-streaming e-commerce failures occur and the role of the Stealing Thunder (ST).

Design/methodology/approach

Totally 584 adults with live-streaming shopping experience were invited to investigate the impact and mechanisms of live-streaming failure incidents, as well as the moderating mechanisms of ST.

Findings

Firstly, live-streaming failure accidents decreased the PI of consumers by reducing both brand trust and influencer trust, with trust in the influencers having a stronger impact on PI than brand trust. Secondly, if the influencers used the ST after a live-stream failure, the PI was the same as that in a non-failure scenario. Thirdly, the ST acts as a moderating variable neutralized the negative impact of live-streaming failure on trust in the influencers. Lastly, the negative impact of brand trust on PI was less significant using the ST.

Originality/value

This research deepens the understanding of service failures in live-streaming e-commerce. It provides insights into the consumer behavior and practical guidance on how influencers can actively respond to live-streaming failure to sustain reciprocal relationships in live-streaming e-commerce. The study addresses the effects of the coping strategies of influencers on the interests of product brands and discusses the potential solutions.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 21 October 2019

Kangkang Wang, MengQian Wang, Weiwei Lv, Jiming Yao, Wei Zhang and Xiaoyan Li

An indirect electrochemical reduction and dyeing with indigo were carried out here to solve problems of low dye reduction rate and poor dyeing depth in the current electrochemical…

133

Abstract

Purpose

An indirect electrochemical reduction and dyeing with indigo were carried out here to solve problems of low dye reduction rate and poor dyeing depth in the current electrochemical dyeing process.

Design/methodology/approach

Response surface analysis tests were performed to evaluate the effects of ferrous sulfate concentration, medium concentration, sodium hydroxide concentration and reduction time on the reduction efficiency of indirect electrochemical reduction of indigo.

Findings

The conditions obtained by design-expert optimization showed that the concentration of FeSO4·7H2O has the most significant effect on the reduction performance of dye liquor. Under the optimized electrochemical reduction dyeing process, the rate of dye reduction could be reached 91.21 per cent and the K/S value of indirect electrochemical dyeing of indigo can be achieved to 12.96, which is increased by about 9.56 per cent compared with that of Na2S2O4 dyeing with the same color fastness basically.

Research limitations/implications

The recyclability and biodegradability of the dye remain to be explored.

Practical implications

The strategy presented here can be developed to replace a substantial part of electrochemical dyeing with optimized product quality and reduced environmental pollution in denim production.

Social implications

The strategy presented here can be developed to replace a substantial part of electrochemical dyeing with optimized product quality and reduced environmental pollution in denim production.

Originality/value

Application of the Fe(II)-DGS-Abal B complex media system in the indirect electrochemical reduction of indigo.

Details

Pigment & Resin Technology, vol. 49 no. 2
Type: Research Article
ISSN: 0369-9420

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