Live-Streaming Consumer Experience; the Future of E-commerce and Digital Marketing in Africa: Evidence from China

10.6186/IJIMS.202106_32(2).0004

Addo Prince Clement；Kulbo Nora Bakabbey；Asare Ohemeng Andy；Akrong Godwin Banafo

e-loyalty ； social presence ； purchase willingness ； live-streaming ； AfCFTA

International Journal of Information and Management Sciences

32卷2期（2021 / 06 / 01）

157 - 176

英文

The landscape and nature of trade are fast revolving, with more buying and selling taking place virtually without any physical infrastructures. Businesses in present times rely on the Internet to accomplish most of their business processes. However, the lack of human and social elements is a significant drawback hindering the growth of e-commerce. This study investigated the social characteristics of live-streaming that promote social presence, e-loyalty, and purchase willingness. The model examined data collected from e-commerce sites in China as a point of reference for Africa's emerging market. Our findings suggest that interactivity and social presence are significant in building e-loyalty to promote purchase willingness. Store location, gender, and product category are no hindrance to the success of live-streaming. This paper confirms the positive impact of social elements in shaping online purchase behaviors. Finally, the findings are fundamental to realizing the Africa Continental Free Trade Area (AfCFTA).

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