How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective
By You Li, Xiaolin Li, Jiali Cai. 2021
358 citations recorded by the source corpus.
Abstract User stickiness is an important factor in the development of live streaming shopping platforms, which describes the degree of users' attention to the platforms. Although some e-commerce websites have provided live streaming services to improve the purchase experience of consumers, few people know how the services affect user stickiness. Building upon attachment theory and socio-technical approach, we developed a theoretical model to understand how live streaming service affects the user stickiness through users' attachment, which is tested by using 425 live streaming shopping platform's users. The results showed that technical factors (synchronicity and vicarious expression) and social factors (interaction and identification) positively affect emotional attachment to streamers and platform attachment respectively, which in turn increase the user stickiness.
Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/84da19e028d03739d20b2e54b9e2c50e3d2c24ab
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In Information Systems and Management
In Sociology and Political Science
Citations in the corpus
- Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework (2021, background): “Currently, most scholars believe that the main influencing factor of live streaming is the charm of live streamers [1,5,6,13,16].”