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| Structural Dimension and Measurement Scale Development of Live Streaming E-Commerce Service Failure |
| PENG Yuhong，JIANG Yanling，HAO Liaogang，WANG Yuling，ZHAO Naheng |
| 1. Southwest Jiaotong University, Chengdu, China; 2.Key Laboratory of Service Science and Innovation of Sichuan Province, Chengdu, China |
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Abstract From the perspective of the “experience view” of social exchange theory, the paper adopts the grounded theory method to explore the connotations of live streaming e-commerce service failure, further develops a live streaming e-commerce service failure measurement scale, and verifies and revises the scale by combining exploratory factor analysis and confirmatory factor analysis. The results show that live streaming e-commerce service failure means that live streaming marketers fail to provide consumers with material resources in line with their propaganda content or provide good technical interaction service experience, thus leading to consumer dissatisfaction. The measurement scale of live streaming e-commerce service failure includes 5 thematic dimensions and 20 questions, including information transmission failure, transaction dysfunction, system response failure, relationship interaction failure and sensory fit failure. The conceptual model of “live streaming e-commerce service failure—psychological contract violation—customer switching behavior” verifies the external validity of the scale.
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Received: 06 April 2023
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