 How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspectiveYou Li, Xiaolin Li and Jiali Cai Journal of Retailing and Consumer Services, 2021, vol. 60, issue C 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. Keywords: Social commerce; Live streaming; Attachment theory; Socio-technical approach; User stickiness (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000448 DOI: 10.1016/j.jretconser.2021.102478 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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