Azanin Ahmad

The rapid growth of live streaming e-commerce is hindered by its high rate of product returns, which poses a challenge to its long-term sustainability. Specifically, clothes shoppers account for 30% of all sales made during live broadcasts. This study aims to evaluate the impact of live streaming e-commerce on repurchase intention in the sports brand industry in China. The paper used quantitative research methods with 398 data collected from consumers of sports brands who were willing to provide information regarding their shopping experience on the live streaming platform. 224 respondents were females (56.3%), and 174 were males (43.7%). The study adopted a questionnaire to collect the data. Partial least squares-structural equation modeling was used to test the correlation between the variables. The results revealed direct and positive effect of consumer trust (β = 0.397, p = 0.000) and perceived value (β = 0.215, p = 0.001) on repurchase intention in live streaming e-commerce. The findings also indicated that both consumer trust and perceived value play a mediating role. In addition, the results supported the assumption that the characteristics of live streamers (β = 0.389, p = 0.000) have a positive impact on consumer trust, and customer-to-customer interaction (β = 0.678, p = 0.000) has a significant impact on perceived value. Finally, sports brands are advised to optimize live streaming platforms to better meet consumers’ needs.

Acknowledgment
The authors acknowledge Universiti Utara Malaysia (UUM) that supported this study.

Type of the article: Research Article

Abstract
This study aims to explore the impact of social media engagement on brand image and brand love among senior tourists in Jiangsu Province, China. Additionally, the study investigates the mediating role of emotional attachment and the moderating role of digital literacy in shaping these relationships. A cross-sectional survey was conducted between August and September 2024 in Jiangsu Province, China, targeting 300 senior tourists aged 60 and above who were active users of social media and had recent interactions with tourism-related brands. Data were collected using a structured questionnaire and analyzed using SmartPLS 4. The results indicate that social media engagement has a strong positive effect on both brand image (β = 0.598, t = 8.850, p < 0.001) and brand love (β = 0.352, t = 4.309, p < 0.001). Emotional attachment significantly mediates the relationship between social media engagement and brand outcomes, including brand image (β = 0.071, t = 2.162, p = 0.015) and brand love (β = 0.172, t = 3.935, p < 0.001). Moreover, digital literacy moderates the effect of social media engagement on emotional attachment (β = 0.155, t = 5.855, p < 0.001), indicating that higher digital proficiency enhances emotional bonding with brands. These findings underscore the importance of personalized, emotionally resonant, and accessible digital marketing strategies when targeting the senior tourism segment.