Consumer Satisfaction in Live Streaming E-commerce: A Meta-analysis of Communication Factors
DOI:
https://doi.org/10.52152/RCR.V13.S3Keywords:
Live Streaming E-commerce, Consumer Satisfaction, Communication Factors, Meta-analysis and Host-consumer InteractionAbstract
This study conducts a systematic review and meta-analysis to examine how communication factors influence consumer satisfaction in live streaming e-commerce. As live streaming platforms grow rapidly, understanding communication strategies that enhance user satisfaction has become increasingly important. Guided by social interaction theory, the study investigates key communication elements, including host-consumer interaction, live chat engagement, information presentation methods, and real-time feedback mechanisms. A meta-analysis was performed using 15 peer-reviewed studies retrieved from PubMed, PsycINFO, Web of Science, and Scopus, following the PRISMA framework for systematic reviews. The results demonstrate a positive correlation between communication factors and consumer satisfaction, with point estimates ranging from 4.13 to 4.15. Narrow standard errors and confidence intervals indicate consistent findings across studies. A high I² value of 95.04% suggests significant heterogeneity, indicating the influence of variables such as consumer demographics and platform types. Minimal publication bias was observed, as shown by the symmetry of the funnel plot. Future research should explore the impact of specific consumer profiles and different product categories on communication effectiveness. This study provides practical insights for marketers, content creators, and platform developers seeking to optimize communication strategies and enhance consumer satisfaction in live-streaming e-commerce.
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