Exploring the Impact of Live-streaming Shopping On Chinese Customers’ Experience in the Domestic Cosmetic Industry

Live streaming shopping (LSS) is a well-received approach that mixes live broadcasting and E-commerce to promote goods and establish rapid connections with customers. It is a place where buyers and sellers can frequently and meaningfully connect in real-time to make transactions. Chinese consumers spend significant money and time on LSS, with cosmetics being one of the main categories of goods purchased. However, Chinese consumers tend not to purchase make-up made in China but prefer other countries’ brands. This study aims to investigate how Chinese LSS cosmetic businesses might improve the caliber of their client experience quality by comprehending the variables that influence client satisfaction. This study utilized the EXQ (customer experience quality) scale to understand the effect on customer experience of LSS in the domestic cosmetics market. According to the subject focus, two additional dimensions: visual experience and information quality were employed to evaluate customer experience quality appropriately in improving the target customer’s experience. Significant associations with marketing outcomes such as satisfaction, loyalty intention, and word of mouth in domestic cosmetic markets were examined. A questionnaire was distributed to collect data for analysis. IOC (item objective congruence) and pilot SEM (structural equation modeling) were applied as the main analysis methods. Results from this study show evidence of the revised EXQ scale for main marketing outcomes and help to formulate more effective domestic brand and cosmetic brand marketing strategies tailored to the LSS platform.