How IT affordances influence customer engagement in live streaming commerce? A dual-stage analysis of PLS-SEM and fsQCA

功能可见性 定性比较分析 客户参与度 业务 知识管理 忠诚商业模式 营销 心理学 计算机科学 人机交互 万维网 机器学习 服务质量 社会化媒体 服务(商务)
作者
Yibin Ying,Hongquan Chen,Bingjia Shao,Yuanyang Lei
出处
期刊:Journal of Retailing and Consumer Services [Elsevier]
卷期号:74: 103390-103390 被引量:27
标识
DOI:10.1016/j.jretconser.2023.103390
摘要

Engaging customers and building loyalty are crucial for operators who embrace live streaming. While previous research has identified many social and technical factors that assist operators in engaging their customers, few studies have examined customer engagement from a sociotechnical perspective (i.e., IT affordances). To fill the gap, a theoretical model grounded in the stimulus-organism-response (SOR) framework is developed to explain how IT affordances (i.e., metavoicing, visibility, and guidance shopping affordance) influence customer engagement through swift guanxi and perceived enjoyment in live streaming. To test the model, a survey with 371 valid samples was carried out and a dual-stage analysis using partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) was employed. PLS-SEM results reveal that IT affordances in live streaming indirectly affect customer engagement through swift guanxi and perceived enjoyment. Additionally, fsQCA suggests that two different configurations with high or low visibility affordance can lead to the same outcome of high customer engagement. These findings offer insights into how IT affordances can promote customer engagement and assist operators of live streaming commerce (LSC) in developing effective strategies to engage their customers.
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