Formation mechanism of user stickiness in live e-commerce: the hybrid PLS-SEM and ANN approach
Lin Wang,
Huiyu Zhu,
Xia Li
et al.
Abstract:PurposeAlthough user stickiness has been studied for several years in the field of live e-commerce, little attention has been paid to the effects of streamer attributes on user stickiness in this field. Rooted in the stimulus-organism-response (S-O-R) theory, this study investigated how streamer attributes influence user stickiness.Design/methodology/approachThe authors obtained 496 valid samples from Chinese live e-commerce users and explored the formation of user stickiness using partial least squares-struct… Show more
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