Understanding customers’ stickiness of live streaming commerce platforms: an empirical study based on modified e-commerce system success model

Abstract

PurposeLive streaming commerce enhances shopping experience and reduces uncertainty. However, with increasingly fierce competitions, it has become a challenging task for live streaming commerce platforms to retain existing customers. The purpose of this study to explore factors affecting customers’ stickiness intention toward live streaming commerce platforms.Design/methodology/approachA research model was developed by modifying e-commerce system success model (ES success model) based on the context of live streaming commerce and meanwhile integrating serendipity and flow into the model. Using the data collected from 380 customers who have live streaming shopping experience, the established model was empirically assessed by partial least squares based structural equation model.FindingsThe results show that vividness, real-time interaction and diagnosticity are antecedents of perceived value and customer satisfaction toward a live streaming commerce platform which in turn influence customers’ stickiness intention. Besides, as new factors introducing into the ES success model, serendipity and flow are two important motivators of satisfaction and stickiness.Originality/valueThis study establishes a well-organized framework to understand the mechanism regarding why customers stick with a live streaming commerce platform. It provides a socio-technical approach to analyze how the stickiness intention can be influenced.

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

“…Finally, real-time interaction can also arouse the desire of consumers to participate, so that the audience can have a full range of sensory feelings, free from time and place constraints, and enhance the audience’s sense of control and substitution for live activities ( Kim et al, 2021 ). Bao and Zhu (2022) believe that real-time interactivity is the premise factor of perceived value and customer satisfaction of live stream business platform, and then affects customers’ sticky willingness. Some scholars believe that interactive marketing stimulates the interaction between consumers and brands to increase consumers’ social value and generate impulsive consumption intention ( Souki et al, 2022 ).…”

How broadcasters' characteristics affect viewers' loyalty: the role of parasocial relationships

“…More businesses are adopting live streaming commerce as a new marketing channel to promote sales (Bao and Zhu, 2023), launch new products (Wongkitrungrueng and Assarut, 2020) and enhance brand awareness (Kang et al. , 2021).…”

“…Live streaming commerce, combining multiple media forms with e-commerce (Bao and Zhu, 2023), involves a broadcaster (or several broadcasters) who sets up a video stream and communicates with viewers in a virtual showroom (Lin et al, 2021). Marketing activities occurring on a live streaming platform constitute a new marketing channel .…”

“…Live streaming commerce, supported by a live streaming platform, has become a crucial marketing channel for products (Bharadwaj et al, 2022;Wongkitrungrueng and Assarut, 2020), promoting sales (Bao and Zhu, 2023) and even improving brand awareness (Kang et al, 2021), and it has been gaining traction among broadcasters, brands and social media platforms (Lin et al, 2021). In China, there are various types of streaming e-commerce platforms.…”

Effects of intrinsic and extrinsic cues on customer behavior in live streaming: evidence from an eye-tracking experiment

“…Compared to traditional e-commerce, live streaming has significant advantages in product presentation, social connection and experience enhancement (Clement Addo et al ., 2021; Zhou et al ., 2022). For instance, live streaming sellers can present products and interact with potential buyers via video, and consumers can post their comments in real time (Sun et al ., 2020; Bao and Zhu, 2022). The existing research has explored specific cues in live streaming and found their added value.…”