A Review of the Influence of Other Customers Cues on Customers’ Engagement Intention in the Live Streaming E-Commerce Situation

Abstract

Compared with traditional e-commerce, "live streaming + e-commerce" is highly popular because of because of its obvious advantages such as timeliness, sociability, conciseness and entertainment. Live streaming has become one of the main ways for people to shop, and has also become a standard marketing channel for brand merchants. Flow and retention are the ceiling that determines the transaction of live e-commerce, and a comprehensive consideration of the customer's engagement intention in both transactional and non-transactional forms is necessary. According to the theory of servicescape, other customers are important social cues in the servicescape, which affect the customer's behavioral intention. Therefore, this paper focuses on the impact of other customer cues on customers' engagement intention in the live streaming e-commerce situation, systematically reviews the research on the concepts, classifications, and influencing factors of other customer cues and customers' engagement intention, classifies other customer cues into the three dimensions of usefulness, interactivity, and visibility, analyzes their impact on the two types of customers' engagement intention, and concludes with an outlook of the future development trend.