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4.7 Live Stream
Lat but not least, a total of 114 respondents (32.6%) whom had used the new feature of live streams on the Shopee Taiwan app were selected in this section to understand its impacts. As presented in Table 20, the results of the Pearson correlation test showed that all of the coefficient values were higher than 0.3 and with the significant level of 0.01. The figures were also within the recommended levels by scholars (Buda et al., 2010).
Tab. 20. Pearson Coefficient Test for Live Streams
Construct LIN LEN LSI LSP CON SAT STK
CON 0.616** 0.605** 0.547** 0.476** 1.000
SAT 0.552** 0.584** 0.621** 0.588** 0.772** 1.000
STK 0.443** 0.434** 0.478** 0.481** 0.566** 0.724** 1.000 Notes. ** = Significance at the 0.01 level (two-tailed), LIN = (Live Streams)
Information, LEN = (Live Streams) Entertainment, LSI = (Live Streams) Social Identification, LSP = (Live Streams) Self-Presentation, CON = Confirmation, SAT = Satisfaction, STK = Stickiness
Furthermore, to discover the linkage between variables, the multiple regression analysis was applied. The results in Table 21 showed that hypothesizes including H1 (CON à SAT), H2 (SAT à STK), H3a (CON à LIN), H3b (CON à LEN), H3c (CON à LSI), and H3d (CON à LSP) were all supported with the significant levels of 0.001 (Arbuckle, 2010). Nonetheless, as seen in Table 21, the significant level of H4a (LIN à SAT), H4b (LEN à SAT), H4c (LSI à SAT), and H4d (LSP à SAT)
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Tab. 21. Multiple Regression Analysis for Live Streams
Path
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CHAPTER 5
Discussion and Conclusions
5.1 Research Findings
According to the results of the research analysis, H2 is supported in the models for the six listed features, which indicates that users’ satisfaction indeed would have a reasonable impact on the stickiness of the e-commerce platform. And with the supports of H1, H3a, H3b, H3c, and H3d, it is revealed that the extent of confirmation also has significant influences on users’ satisfaction and the gratifications of the four aspects, including information, entertainment, social identification, and self-presentation obtained from the features. In addition, each social marketplace feature in the Shopee Taiwan app is able to provide users with different aspects of gratification based on its characteristics.
To begin with, as H4a is presented to be supported, the users of the feature of subscriptions (76.9%) are shown to have the gratification of information seeking when using such feature. It is possibly because that the main function of subscriptions is to provide the new products, promotion events, and other messages of the subscribed stores to users. In other words, it is much easier for users to gain more information after subscribing to the stores they are interested in on the Taiwan Shopee app. However, the feature is neither fun nor interactive, and it cannot aid the users to display any thought as well. As a result, it is more likely for users to have the gratification of information seeking with the feature of subscriptions on the online shopping platform rather than
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other aspects of gratifications such as entertainment, social identification, and self-presentation.
Secondly, based on the supported H4a, H4b, and H4d, it is shown that the feature of chats can provide users (92%) with the gratifications of information seeking, entertainment, and self-presentation. As it is suggested by the results, social identification is not one of the characteristics of chats on the Shopee Taiwan app.
Nonetheless, users are able to obtain the information they want, have fun when chatting, and present their thoughts or feelings with words in the chat room. Apparently, the feature of chats is able to provide more types of services than the feature of subscriptions and thus contributes to more aspects of gratifications obtained by the consumers. As a consequence, the chat room users on the online shopping app appear to possess the three gratifications examined in this study.
Next, the participants who have experienced using the feature of posts (35.4%) turn out to have the gratification of self-presentation on the Shopee Taiwan app with H4d supported. The reason is that, presumably, users are able to show their thoughts and feelings with others in the posts or response areas. Furthermore, people can also share the posts on Instagram directly to reach more audience. Yet, since posting is just released this year and is considered to be a rather new feature on the Shopee Taiwan app, not all the functions seem to be fully developed, and not many members have the experience of using it. As the results of this study show, it appears that most users would not yet consider posting as an informative, fun, or interactive feature. Hence, only the
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gratification of self-presentation is to be obtained by the users of posts on the online shopping app at this stage.
Fourth, 56.6% of the respondents in this study who have played games on the Shopee Taiwan app show that they would gain gratifications of entertainment and social identification as H4b and H4c are both supported. To start with, it is clear that games are supposed to be fun and appealing. And the games on the Shopee Taiwan app are constantly updated with new characteristics to stimulate interest of the players.
Moreover, because users can get extra Shopee coins as incentives when they invite friends to play with, participants tend to perceive the games as interactive features which can connect themselves with other members. However, there are neither information provided nor opportunities to voice their ideas in such games.
Consequently, users can only be gratified with perceived entertainment and social identification when playing games on the Shopee Taiwan app.
Fifth, the feature of quizzes is also considered to provide gratifications of entertainment and social identification by its users (37.1%) with H4b and H4c being supported. Similarly, the quizzes are designed to be entertaining and interesting as well.
The questions, hosts, and prizes of such quizzes on the Shopee Taiwan app are different every time in order to boost the engagement of players. Also, users are able to interact with the hosts and other members as the quizzes are held live. Yet, they would not get the information they are looking for or have the opportunity to express themselves in such events. Thus, participants can find satisfaction on the e-commerce app through the
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gaining of gratifications of entertainment and social identification with the feature of quizzes but not information and self-presentation.
Lastly, least number of respondents (32.6%) have used the feature of live streams on the Taiwan Shopee app. And according to the results of the analysis, H4a, H4b, H4c, and H4d are all not supported, which indicates that none of the social marketplace aspects considered in the research have a significant influence on users’ satisfaction toward the online shopping platform. It is likely because that live stream is the most recent released feature on the app compared to the other five ones examined in this study, and it is not as fully developed and well known as the ones on Facebook, Instagram, and other social media. Both the e-commerce company and the store owners are still trying to attract consumers’ attention and encourage them to develop the habit of participating in the live streams on the app. Since the usage percentage of live streams is still relatively low, shopping app users are unable to obtain gratifications with the feature. As a result, when it comes to live streams, none of the examined gratifications in this study are found to have significant impacts on users’ satisfaction toward the online shopping platform.