Research on the Impact of Perceived Interaction on User Stickiness in the Context of Tiktok E-commerce Live Broadcast -- The Mediating Role Based on Emotional Attachment
COVID-19 has been recurrent for the last three years, the competition in the e-commerce live broadcast market of ‘more, faster, better and more economical’ is becoming increasingly fierce. The Tiktok app as a typical e-commerce live broadcast platform that urgently needs to improve user stickiness t...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2023-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2023/14/shsconf_cike2023_02011.pdf |
| _version_ | 1797829359214526464 |
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| author | Yue Xinran Yang Yi Gu Xinyan Wang Qiuxue Chen Shiyi |
| author_facet | Yue Xinran Yang Yi Gu Xinyan Wang Qiuxue Chen Shiyi |
| author_sort | Yue Xinran |
| collection | DOAJ |
| description | COVID-19 has been recurrent for the last three years, the competition in the e-commerce live broadcast market of ‘more, faster, better and more economical’ is becoming increasingly fierce. The Tiktok app as a typical e-commerce live broadcast platform that urgently needs to improve user stickiness to stabilize traffic. Based on the survey of users, this paper explores the influencing factors of user stickiness of e-commerce live broad-cast platform according to CAC theory, and uses SPSS software to test the obtained data. Studies have shown that perceived interaction positively affects emotional attachment, and emotional attachment positively affects user stickiness, perceived interaction can be divided into user control, connectedness, responsiveness, and entertainment, emotional attachment can be divided into platform identity and platform affection. Based on the research conclusions, reasonable suggestions are put forward for e-commerce live broadcast platform. |
| first_indexed | 2024-04-09T13:19:12Z |
| format | Article |
| id | doaj.art-bd81dc294d304d9e87d57d3d202d8041 |
| institution | Directory Open Access Journal |
| issn | 2261-2424 |
| language | English |
| last_indexed | 2024-04-09T13:19:12Z |
| publishDate | 2023-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj.art-bd81dc294d304d9e87d57d3d202d80412023-05-11T09:13:32ZengEDP SciencesSHS Web of Conferences2261-24242023-01-011650201110.1051/shsconf/202316502011shsconf_cike2023_02011Research on the Impact of Perceived Interaction on User Stickiness in the Context of Tiktok E-commerce Live Broadcast -- The Mediating Role Based on Emotional AttachmentYue Xinran0Yang Yi1Gu Xinyan2Wang Qiuxue3Chen Shiyi4Sichuan Agricultural UniversitySichuan Agricultural UniversitySichuan Agricultural UniversitySichuan Agricultural UniversitySichuan Agricultural UniversityCOVID-19 has been recurrent for the last three years, the competition in the e-commerce live broadcast market of ‘more, faster, better and more economical’ is becoming increasingly fierce. The Tiktok app as a typical e-commerce live broadcast platform that urgently needs to improve user stickiness to stabilize traffic. Based on the survey of users, this paper explores the influencing factors of user stickiness of e-commerce live broad-cast platform according to CAC theory, and uses SPSS software to test the obtained data. Studies have shown that perceived interaction positively affects emotional attachment, and emotional attachment positively affects user stickiness, perceived interaction can be divided into user control, connectedness, responsiveness, and entertainment, emotional attachment can be divided into platform identity and platform affection. Based on the research conclusions, reasonable suggestions are put forward for e-commerce live broadcast platform.https://www.shs-conferences.org/articles/shsconf/pdf/2023/14/shsconf_cike2023_02011.pdf |
| spellingShingle | Yue Xinran Yang Yi Gu Xinyan Wang Qiuxue Chen Shiyi Research on the Impact of Perceived Interaction on User Stickiness in the Context of Tiktok E-commerce Live Broadcast -- The Mediating Role Based on Emotional Attachment SHS Web of Conferences |
| title | Research on the Impact of Perceived Interaction on User Stickiness in the Context of Tiktok E-commerce Live Broadcast -- The Mediating Role Based on Emotional Attachment |
| title_full | Research on the Impact of Perceived Interaction on User Stickiness in the Context of Tiktok E-commerce Live Broadcast -- The Mediating Role Based on Emotional Attachment |
| title_fullStr | Research on the Impact of Perceived Interaction on User Stickiness in the Context of Tiktok E-commerce Live Broadcast -- The Mediating Role Based on Emotional Attachment |
| title_full_unstemmed | Research on the Impact of Perceived Interaction on User Stickiness in the Context of Tiktok E-commerce Live Broadcast -- The Mediating Role Based on Emotional Attachment |
| title_short | Research on the Impact of Perceived Interaction on User Stickiness in the Context of Tiktok E-commerce Live Broadcast -- The Mediating Role Based on Emotional Attachment |
| title_sort | research on the impact of perceived interaction on user stickiness in the context of tiktok e commerce live broadcast the mediating role based on emotional attachment |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2023/14/shsconf_cike2023_02011.pdf |
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