An Investigation toward the Enhancement of Consumer Stickiness in Live Streaming Carrying Scenarios

Jincheng Hou ()
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Jincheng Hou: Suizhou No. 1 Middle High School

A chapter in Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025), 2025, pp 1031-1040 from Springer

Abstract: Abstract The issue of consumer stickiness is becoming increasingly prevalent due to the rapid advancement of live streaming with products, and there is a paucity of systematic research on this topic in the academic community. Within this context, this study explores the theme of consumer stickiness enhancement in live streaming with a products scenario, employing a combination of literature analysis and case studies. User stickiness can be significantly amplified by strategies such as improving content quality, building community affiliation, and enhancing the interactive experience. This, in turn, mitigates consumer decision-making costs, enhances brand loyalty, and heightens satisfaction. The increase in user stickiness can facilitate in the optimization of private traffic operations and elevate the repurchase rate at the enterprise level. At the industry level, it can expedite the shift from “competition for traffic” to “deep cultivation of users” and the differentiation of competition. This study further reveals that emotional connection, value perception, and interactive experience collectively form a robust framework driving consumer retention. Platforms and brands can leverage these insights to strategically enhance consumer loyalty and sustainably grow their user base.

Keywords: Interactive Engagement; Consumer Retention; Community Affiliation; Content Excellence; Live-Streamed Commerce (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-874-5_119

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