The Impact Model of Consumer Rights Safeguard Trigger in The Context of Live Stream E-commerce Grounded research based on the consumer's perspective
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Abstract
Live streaming e-commerce is rapidly growing as a new type of e-commerce model. Simultaneously, consumers face new and unknown issues in which their legitimate rights and interests cannot be guaranteed. This study employs qualitative research methods based on grounded theory, with interviews conducted with 16 users who have had a specific live streaming e-commerce viewing experience. The original records were obtained as textual data, and a theoretical model of the triggering impact of consumer rights protection in the context of live streaming e-commerce was built. In the theoretical model, violations of informed purchases, transaction security, even bargaining, after-sales service, and individual privacy by live streaming e-commerce operators were the objective factors that triggered consumer rights protection behaviors. Furthermore, consumers deviated from supervision rights and perceptual purchases for individual appeals were subjective factors that reduced consumer rights protection demands. The effects of live streaming e-commerce on how operators handle consumer complaints may have a direct impact on consumer rights protection behaviors. By influencing consumers' subjective factors, objective factors can either directly trigger or promote consumer rights protection behaviors. Furthermore, in many cases, it is a combination of multiple factors that triggers consumers' protection of their legitimate rights.
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