How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective |
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| Institution: | 1. Guanghua School of Management, Peking University, 5 Yiheyuan Road, Haidian District, Beijing, China;2. School of Statistics, Renmin University of China, No. 59, Zhongguancun Street, Haidian District, Beijing, China;3. Renmin Business School, Renmin University of China, No. 59 Zhongguancun Street, Haidian District, Beijing, China;1. School of Economics and Management, Nanjing University of Science and Technology, Nanjing, Jiangsu 210094, China;2. College of Business, University of Alabama in Huntsville, Huntsville, AL 35899, United States |
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| 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. |
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| Keywords: | Social commerce Live streaming Attachment theory Socio-technical approach User stickiness |
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