Consumers’ perception on E-commerce Live Streamers' Ethics on Brand Awareness and Repurchase Intention - focusing on Chinese Outbound Tourists -

While there has been a dramatic development in the e-commerce live streaming industry, some marketing accidents caused by the e-commerce live streamers' unethical behavior have frequently appeared and occurred, resulting in a decline in consumer satisfaction with the product. Although e-commerce live streamers are online retailers who are independent from the live streaming platforms and brand owners during the live streaming process, the live streamers' ethical behavior and qualities can have a greater impact in the marketing process of products. However, limited studies focused on the impact of live streamers' ethics on brand awareness and consumer repurchase intention. It is the aim of this study to examine the effect of live streamers' ethics on brand awareness and repurchase intention through the mediating role of trust and satisfaction. In order to verify the hypothesis proposed in this study, on the basis of citing existing measurement tools, the questionnaire was distributed by "China Questionnaire Star" software, and 285 valid questionnaires were collected. Through reliability analysis, validity analysis, confirmatory factor analysis, correlation analysis, mediation effect analysis and structural equation model calculation, the statistical results obtained confirm that all the hypotheses proposed in this study are supported.