How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective

Li, You; Li, Xiaolin; Cai, Jiali

doi:10.1016/j.jretconser.2021.102478

Cited by 210 publications

(202 citation statements)

References 61 publications

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“…There are still few relevant studies. Currently, most scholars believe that the main influencing factor of live streaming is the charm of live streamers [1,5,6,13,16]. Our results show that both live streamer and product-related can influence customer purchase intention in live streaming commerce.…”

Section: Implications For Researchmentioning

confidence: 65%

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Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework

2021

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Live streaming commerce, which evolved from social commerce, has continued to flourish rapidly over the past few years in China. It is a new business model that allows vendors to directly face and interact with consumers. This study focuses on the impulsive buying behavior on consumers in live streaming commerce. We proposed a research model based on the stimulus organism response (S-O-R) framework to explore the reaction and behavior of consumers after certain stimuli factors. A total of 433 valid sample questionnaires with the shopping experience in the live streaming platform were taken. This research adopted PLS-SEM statistical analysis as an empirical research evaluation. After the empirical investigation, we found that perceived enjoyment positively affects the urge to buy impulsively. Perceived usefulness positively affects perceived enjoyment. However, perceived usefulness does not positively affect the urge to buy impulsively. Attractiveness and expertise positively affect perceived enjoyment. Product usefulness and purchase convenience positively affect perceived usefulness. We found that consumers in live streaming commerce are easier to have impulsive buying through the presentation and urging of the live streamer in a short period. In this paper, we build a model for impulsive buying in live streaming commerce. We verify this model under the Chinese context. The findings of this paper provide concrete suggestions to vendors.

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Section: Implications For Researchmentioning

confidence: 65%

“…Live streaming commerce not only provides viewers with a real-time viewing experience to obtain product information but also provides opportunities for communication and social interaction between a live streamer and viewers [5]. Such interactions may promote the development of users' attachment [6].…”

Section: Live Streaming Commercementioning

confidence: 99%

Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework

2021

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“…But this study mainly discusses the consumer's behaviors on a transactional livestream platform (Taobao livestream platform). So, this study will just focus on the informational and hedonic value to explain the mechanism behind it (Kozlenkova et al, 2017;Li et al, 2021).…”

Section: Mediating Effect Of Motivationmentioning

confidence: 99%

The Impact of Broadcasters on Consumer’s Intention to Follow Livestream Brand Community

et al. 2022

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As the essence of livestream e-commerce is social commerce, building a livestream brand community and attracting brand followers are the key aspects to achieving sustained revenue. For many companies, inviting celebrities has become a shortcut to attract new followers. Considering the unsustainability and high cost of the celebrity host mode, some companies switched to using their own branded broadcasters to attract followers. However, as branded broadcasters lack a fan base, choosing the suitable broadcaster type has become a challenge in livestream e-commerce. The motivation of consumers to follow brand livestream accounts is mainly to obtain potential value by embedding them in social networks. Therefore, based on motive theory, this research explores how different broadcaster types affect consumer’s intention to follow a livestream brand community. Results from the analysis of secondary data from livestream platforms and two laboratory experiments reveal that (1) celebrities contribute more to consumer’s intention to follow than branded broadcasters, and utilitarian (vs. hedonic) products can strengthen the effect of branded (vs. celebrity) broadcasters on attracting potential followers. (2) Moreover, branded (vs. celebrity) broadcasters can promote consumer’s intention to follow a livestream brand community by satisfying consumer’s need for informational (vs. emotional) value during utilitarian (vs. hedonic) product evaluation. This research analyzes the differential effects of different types of broadcasters on livestream brand community building. The findings can deepen the understanding of the consumer’s behavior of following brand livestream communities and provide companies with suggestions on broadcaster selection in livestream e-commerce.

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“…Gratifications as entertainment and sociability are necessary for viewers' loyalty, and immediate feedback is important for the perception of media richness [89]. Emotional attachment to streamers and platform attachment foster user stickiness [90]. Identification with the broadcaster and emotional engagement have indirect effects on behavioral loyalty; however, moderated through the strength of interpersonal relations [91].…”

Section: Viewers' Social Actionsmentioning

confidence: 99%

Interpersonal Relations and Social Actions on Live Streaming Services. A Systematic Review on Cyber-social Relations

Scheibe¹,

Zimmer²,

Fietkiewicz³

et al. 2022

Proceedings of the Annual Hawaii International Conference on System Sciences

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This article provides a systematic review on interpersonal relations and social actions on live streaming services as, for instance, Twitch, Chaturbate, YouNow, or Taobao Live. Are those relations social, parasocial, or is there another specific kind of relation? Based on 77 articles, we give a short bibliometric overview and discuss interactions on live streaming services, social actions of streamers, social actions of viewers, shopping relations on live streaming services, and the streamers' and viewers' intentions to continuous actions leading (also supported by elements of gamification) the audience to a kind of stickiness towards individual streams, streamers, and services. Due to highly interactive communication between audience and broadcasters and among the viewers, social actions on live streaming services take a middle position between social and parasocial relations and-concerning shopping-also a middle position between physical eventshopping and ordering on an e-commerce platform. They form a new human-human relation, which we name "cyber-social relation."

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How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective

Cited by 210 publications

References 61 publications

Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework

Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework

The Impact of Broadcasters on Consumer’s Intention to Follow Livestream Brand Community

Interpersonal Relations and Social Actions on Live Streaming Services. A Systematic Review on Cyber-social Relations

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