Improving consumer stickiness in livestream e-commerce: A mixed-methods study
With the continuous development and improvement of Internet media technologies in China, the influence of livestream e-commerce is becoming increasingly prominent, and an increasing number of people are engaging in consumption activities in this field. It is important to study consumer stickiness in...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-08-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.962786/full |
| _version_ | 1811188294941147136 |
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| author | Lihong Shen Yuning Zhang Ying Fan Yiduo Chen Yi Zhao |
| author_facet | Lihong Shen Yuning Zhang Ying Fan Yiduo Chen Yi Zhao |
| author_sort | Lihong Shen |
| collection | DOAJ |
| description | With the continuous development and improvement of Internet media technologies in China, the influence of livestream e-commerce is becoming increasingly prominent, and an increasing number of people are engaging in consumption activities in this field. It is important to study consumer stickiness in livestream e-commerce to promote economic structure adjustment and innovation-driven development. Therefore, in this study, we adopted the expectation confirmation theory (ECT) as the theoretical framework and analyzed the ECT and stickiness. The study considered satisfaction as the previous influencing factor of user and consumer stickiness, replaced the continuance intention in the expectation confirmation model with consumer stickiness as the explanatory variable, introduced the variable of perceived playfulness as the value perception after user experience, and established a consumer stickiness factors model. A total of 262 valid questionnaires were collected in this study, and SmartPLS analysis along with interviews were used to justify the limitations of data analysis. The results of the study demonstrated a significant effect of perceived usefulness and confirmation on satisfaction, a significant effect of confirmation on perceived usefulness, a significant effect of satisfaction on stickiness, and a significant effect of confirmation on perceived playfulness. Based on findings from the data analysis and interviews, we further proposed rationalized recommendations, and aimed to provide some theoretical guidance for future research on live streaming. |
| first_indexed | 2024-04-11T14:17:55Z |
| format | Article |
| id | doaj.art-8e36d90a3abe4dd8be0c479b86d8d4ca |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-11T14:17:55Z |
| publishDate | 2022-08-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-8e36d90a3abe4dd8be0c479b86d8d4ca2022-12-22T04:19:13ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-08-011310.3389/fpsyg.2022.962786962786Improving consumer stickiness in livestream e-commerce: A mixed-methods studyLihong Shen0Yuning Zhang1Ying Fan2Yiduo Chen3Yi Zhao4College of Science and Technology, Ningbo University, Ningbo, ChinaCollege of Science and Technology, Ningbo University, Ningbo, ChinaCollege of Science and Technology, Ningbo University, Ningbo, ChinaCollege of Science and Technology, Ningbo University, Ningbo, ChinaNingbo City College of Vocational Technology, Ningbo, ChinaWith the continuous development and improvement of Internet media technologies in China, the influence of livestream e-commerce is becoming increasingly prominent, and an increasing number of people are engaging in consumption activities in this field. It is important to study consumer stickiness in livestream e-commerce to promote economic structure adjustment and innovation-driven development. Therefore, in this study, we adopted the expectation confirmation theory (ECT) as the theoretical framework and analyzed the ECT and stickiness. The study considered satisfaction as the previous influencing factor of user and consumer stickiness, replaced the continuance intention in the expectation confirmation model with consumer stickiness as the explanatory variable, introduced the variable of perceived playfulness as the value perception after user experience, and established a consumer stickiness factors model. A total of 262 valid questionnaires were collected in this study, and SmartPLS analysis along with interviews were used to justify the limitations of data analysis. The results of the study demonstrated a significant effect of perceived usefulness and confirmation on satisfaction, a significant effect of confirmation on perceived usefulness, a significant effect of satisfaction on stickiness, and a significant effect of confirmation on perceived playfulness. Based on findings from the data analysis and interviews, we further proposed rationalized recommendations, and aimed to provide some theoretical guidance for future research on live streaming.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.962786/fullstickinesslivestream e-commercemixed-methods studyexpectation confirmation theorySmartPLSplayfulness |
| spellingShingle | Lihong Shen Yuning Zhang Ying Fan Yiduo Chen Yi Zhao Improving consumer stickiness in livestream e-commerce: A mixed-methods study Frontiers in Psychology stickiness livestream e-commerce mixed-methods study expectation confirmation theory SmartPLS playfulness |
| title | Improving consumer stickiness in livestream e-commerce: A mixed-methods study |
| title_full | Improving consumer stickiness in livestream e-commerce: A mixed-methods study |
| title_fullStr | Improving consumer stickiness in livestream e-commerce: A mixed-methods study |
| title_full_unstemmed | Improving consumer stickiness in livestream e-commerce: A mixed-methods study |
| title_short | Improving consumer stickiness in livestream e-commerce: A mixed-methods study |
| title_sort | improving consumer stickiness in livestream e commerce a mixed methods study |
| topic | stickiness livestream e-commerce mixed-methods study expectation confirmation theory SmartPLS playfulness |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.962786/full |
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