Understanding customers’ stickiness of live streaming commerce platforms: an empirical study based on modified e-commerce system success model

Abstract

Purpose

Live streaming commerce enhances shopping experience and reduces uncertainty. However, with increasingly fierce competitions, it has become a challenging task for live streaming commerce platforms to retain existing customers. The purpose of this study to explore factors affecting customers’ stickiness intention toward live streaming commerce platforms.

Design/methodology/approach

A research model was developed by modifying e-commerce system success model (ES success model) based on the context of live streaming commerce and meanwhile integrating serendipity and flow into the model. Using the data collected from 380 customers who have live streaming shopping experience, the established model was empirically assessed by partial least squares based structural equation model.

Findings

The results show that vividness, real-time interaction and diagnosticity are antecedents of perceived value and customer satisfaction toward a live streaming commerce platform which in turn influence customers’ stickiness intention. Besides, as new factors introducing into the ES success model, serendipity and flow are two important motivators of satisfaction and stickiness.

Originality/value

This study establishes a well-organized framework to understand the mechanism regarding why customers stick with a live streaming commerce platform. It provides a socio-technical approach to analyze how the stickiness intention can be influenced.

Citation

Bao, Z. and Zhu, Y. (2023), "Understanding customers’ stickiness of live streaming commerce platforms: an empirical study based on modified e-commerce system success model", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 3, pp. 775-793. https://doi.org/10.1108/APJML-09-2021-0707