直播流媒体
同步性
透视图(图形)
鉴定(生物学)
服务(商务)
优先依附
用户体验设计
计算机科学
心理学
情感(语言学)
广告
业务
人机交互
万维网
多媒体
营销
精神分析
人工智能
复杂网络
生物
植物
沟通
作者
You Li,You Li,Jiali Cai
标识
DOI:10.1016/j.jretconser.2021.102478
摘要
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.
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