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
@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
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