The Effect of Extrinsic Characteristics of Live Streaming e-commerce on Customer Engagement Behavior: User Stickiness as a Mediating Variable

Abstract

Nowadays, live streaming e-commerce is in the trend of emergence, analyzing the impact of live e-commerce extrinsic characteristics on consumers is of great significance, providing practical guidance for the direction that live e-commerce development needs to focus on. This study used the SOR (Stimulus-Organism-Response) framework to develop a theoretical model for investigating the impact of live streaming e-commerce's extrinsic attributes on customer engagement behavior，with user stickiness as a mediating variable. We collected data by using the questionnaire, analyzed it with SPSS software, and employed the Bootstrap sampling method. The empirical results showed that anchor, product, platform, community and user stickiness have a significant positive impact on customer engagement behavior, among which community factors have the most significant impact on customer engagement behavior. At the same time, user stickiness can act as a mediator between the extrinsic characteristics of live streaming and customer engagement behavior. Finally, this paper put forward opinions such as tapping the role of community opinion leaders.