Competitive Intelligence and Consumer Engagement in Live E-Commerce

Yubo Yao; Yuxia Kong; Sid suntrayuth

doi:10.37497/eagleSustainable.v16i.638

Autores

Yubo Yao International College, National Institute of Development Administration https://orcid.org/0009-0004-8728-2270
Yuxia Kong College of Digital Economy and Intelligent Management，Huanghe Jiaotong University, Zhengzhou https://orcid.org/0009-0000-9064-5096
Sid suntrayuth International College, National Institute of Development Administration, Bangkok https://orcid.org/0000-0003-3647-9175

DOI:

https://doi.org/10.37497/eagleSustainable.v16i.638

Palavras-chave:

E-commerce ao vivo, Inteligência competitiva, Garantia de qualidade, Valor percebido, Engajamento do consumidor, Artesanato tradicional

Resumo

Objetivo: O comércio eletrônico ao vivo desenvolveu-se como um poderoso canal de vendas digital que combina a conveniência das compras online com a interação em tempo real entre vendedores e consumidores. Este modelo criou novas oportunidades para promover produtos artesanais tradicionais, permitindo que artesãos e vendedores demonstrem habilidade, autenticidade e valor cultural (CV) por meio de plataformas de transmissão ao vivo. No entanto, o aumento da concorrência e a semelhança das estratégias promocionais dificultam a manutenção do engajamento do consumidor (CE). Portanto, esta pesquisa investiga o impacto da inteligência competitiva (CI), garantia de qualidade (QA) e valor percebido (PV) sobre o CE em mercados de artesanato tradicional.

Metodologia/abordagem: Um total de 275 consumidores que haviam adquirido itens artesanais por meio de plataformas de comércio eletrônico ao vivo participou respondendo a um questionário estruturado. Os dados foram analisados utilizando Modelagem de Equações Estruturais por Mínimos Quadrados Parciais (PLS-SEM) com o software SmartPLS. A CI permite a análise de estratégias de concorrentes e respostas dos clientes, a QA foca na autenticidade e confiabilidade do produto para construir confiança do consumidor (TR), e o PV reflete a avaliação dos benefícios do produto, incluindo utilidade, significado cultural e singularidade.

Originalidade/Relevância: O estudo fornece insights sobre como CI, QA e PV influenciam o engajamento do consumidor em mercados de artesanato via transmissão ao vivo, abordando desafios de concorrência e similaridade promocional.

Principais conclusões: Os resultados indicam que CI → TR (β = 0,32) e que a QA aumenta significativamente o PV, que por sua vez influencia positivamente o CE e a intenção de compra em mercados de artesanato com transmissão ao vivo.

Contribuições teóricas/metodológicas: A pesquisa aplica PLS-SEM para examinar as relações entre CI, QA, PV, TR e CE, oferecendo uma abordagem analítica estruturada para compreender o comportamento do consumidor em ambientes de comércio eletrônico ao vivo.

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Biografia do Autor

Yubo Yao, International College, National Institute of Development Administration

International College, National Institute of Development Administration.

Department of Fine Arts and Design, HuaiHua University, HuaiHuai 418000, China

Yuxia Kong, College of Digital Economy and Intelligent Management，Huanghe Jiaotong University, Zhengzhou

College of Digital Economy and Intelligent Management，Huanghe Jiaotong University, Zhengzhou，454950, China.

International college，Phetchabun Rajabhat University，Phetchabun 67000，Thailand.

Sid suntrayuth, International College, National Institute of Development Administration, Bangkok

International College, National Institute of Development Administration, Bangkok 10240, Thailand

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