Proceedings of the 5th International Conference on E-Commerce and Internet Technology, ECIT 2024, March 15–17, 2024, Changsha, China

Research Article

How does the activity of E-commerce streamer information sources impact consumers' stickiness? A dual-path study of affective attachment and consumer-streamer identification

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  • @INPROCEEDINGS{10.4108/eai.15-3-2024.2346172,
        author={Yiwei  Dang and Shuqi  Li and Hai  Shen and Jun  Hou and Xiaogang  Zhao},
        title={How does the activity of E-commerce streamer information sources impact consumers' stickiness? A dual-path study of affective attachment and consumer-streamer identification},
        proceedings={Proceedings of the 5th International Conference on E-Commerce and Internet Technology, ECIT 2024, March 15--17, 2024, Changsha, China},
        publisher={EAI},
        proceedings_a={ECIT},
        year={2024},
        month={5},
        keywords={e-commerce streamer information source activity; emotional attachment; consumer-streamer identification; user stickiness},
        doi={10.4108/eai.15-3-2024.2346172}
    }
    
  • Yiwei Dang
    Shuqi Li
    Hai Shen
    Jun Hou
    Xiaogang Zhao
    Year: 2024
    How does the activity of E-commerce streamer information sources impact consumers' stickiness? A dual-path study of affective attachment and consumer-streamer identification
    ECIT
    EAI
    DOI: 10.4108/eai.15-3-2024.2346172
Yiwei Dang1, Shuqi Li1,*, Hai Shen1, Jun Hou1, Xiaogang Zhao1
  • 1: Xi'an International Studies University
*Contact email: 17329409454@163.com

Abstract

with the advent of the era of live e-commerce and experience economy, many enterprises in the world have resorted to live broadcast to sell their products. As an important information source, e-commerce streamer not only introduces and sells products during the live broadcast, but also affects consumers' emotion and psychology. Therefore, this paper introduces three factors of e-commerce streamer information source activity, emotional attachment and consumer-streamer identification to explore the relationship between streamer characteristics and consumer stickiness. Based on a survey of 427 consumers in China, it is found that there is a significant positive correlation between the activity of e-commerce streamers' information sources and their emotional attachment, and there is a significant positive correlation between e-commerce streamers' activity and consumers-streamer' identification; There was a significant positive correlation between consumer emotional attachment and user stickiness. And based on the above conclusions, relevant suggestions are put forward for the industry