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In all areas of business, the rapid evolution of live electronic platforms is actively resulting in breakthroughs. Enterprises using this technology are committed to improving its primary function continuously. Live e-commerce refers to live or video broadcasts to display products and interact with customers in real time to create an engaging shopping experience. Amid the rapid evolution of live e-commerce, providers of all platforms are fervently pursuing breakthroughs built on increasingly refined fundamental functionalities. Spearheaded by industry giants such as Taobao and TikTok, providers of live e-commerce platforms are delving into the realm of offering bespoke service products tailor-made to align seamlessly with users’ distinctive use scenarios. This astute approach aims to forge stronger connections between products and the discerning demands of consumers, cleverly leveraging familiar user scenes to galvanize purchasing behavior.
Given the inherent limitations of online shopping, where tactile interaction with products remains unfeasible, users must rely on information retrieval to glean as much insight as possible about their intended purchases before reaching a decision. Consequently, the online shopping scene has emerged as a pivotal determinant influencing consumers’ purchasing inclinations. Compared with traditional online stores, live e-commerce has the major advantage of its profound emphasis on social interaction. Because the virtual realm now primarily boasts immaculate visual designs and seamless navigation systems as de rigueur, providers of live e-commerce must elevate social interaction to carve a niche among competitors. By infusing the platform with compelling social elements, an emotionally enriched shopping experience can be crafted, evoking feelings of warmth and gratification for consumers. Within the live e-commerce domain, the platform can orchestrate personalized recommendations based on consumers’ viewing habits, frequency, and anchor preferences. An e-commerce platform can even tailor bespoke purchasing scenarios to cater to individual preferences. Moreover, the strategic incorporation of images and audio laden with social significance within the design of the live e-commerce platform augments consumers’ perceptions of social connectivity and interactivity, bestowing a more intimate and convivial shopping experience.
Consumer happiness is an integral and multifaceted construct, constituting a vital link between the consumption domain and individuals’ emotional well-being. Its paramount significance lies in its capacity to foster a harmonious interconnection between brands and consumers, giving rise to heightened customer loyalty and cultivating a favorable corporate reputation. Consumer happiness pertains to the subjective well-being (SWB) of individuals within their consumption encounters, encompassing a myriad of affective elements that collectively contribute to an overall positive emotional state.
Delving deeper, we discover that the genesis of the concept of consumer happiness can be traced back to the pioneering work of Diener, a distinguished psychologist who introduced this notion from a psychological vantage point (Diener, 1984). This perspective revolves around the profound emotional experiences that unfold as consumers partake in diverse consumption activities. The emotional facets span a gamut of feelings, encompassing joy, pleasure, satisfaction, contentment, and delight; all these facets are interwoven to shape the holistic tapestry of consumer happiness. Gaining insight into the nuances of this phenomenon bestows valuable perspectives into consumer behavior and preferences, enabling businesses to fine-tune their marketing endeavors in a more personalized, resonant fashion. Of particular pertinence is the shopping scenario within consumer behavior in which consumer happiness assumes a central role. The interplay of factors, such as product attributes, pricing strategies, service quality, and the overall shopping ambiance, evoke emotional responses that color consumers’ perceptions of their overall experiences. Diligently optimizing consumer happiness within this domain yields profound ramifications for businesses because it elevates customer satisfaction and augments the propensity for repeat purchases and brand advocacy.