1Kuan-Yin LEE, 2Prasana Kumar SAMANTA and 3Jing-Ya HUANG
1,3 Department of Marketing and Logistics Management, Chaoyang University of Technology, Taichung city, Taiwan
2 Department of Business Administration,Chaoyang University of Technology, Taichung city, Taiwan
The purpose of the present study is to analyze consumers’ loyalty to the brand and the broadcast owner in live broadcast e-commerce and to determine whether the brand in live broadcast e-commerce has enough influence to analyze whether live broadcast sales bring long-term value or result in the dilemma of short-term promotion. The present research is helpful to find the factors that affect the long-term interests and loyalty of the brand and provide reference and contribution to the future development of live marketing in the industry.