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Related Experiment Video

Updated: Aug 28, 2025

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
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Improving consumer stickiness in livestream e-commerce: A mixed-methods study.

Lihong Shen1, Yuning Zhang1, Ying Fan1

  • 1College of Science and Technology, Ningbo University, Ningbo, China.

Frontiers in Psychology
|September 19, 2022
PubMed
Summary
This summary is machine-generated.

This study reveals key drivers of consumer loyalty in livestream e-commerce. Perceived usefulness, confirmation, and satisfaction significantly impact user stickiness, fostering economic growth.

Keywords:
SmartPLSexpectation confirmation theorylivestream e-commercemixed-methods studyplayfulnessstickiness

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Area of Science:

  • E-commerce
  • Consumer Behavior
  • Internet Media Technology

Background:

  • Livestream e-commerce is rapidly growing in China.
  • Understanding consumer stickiness is crucial for economic development.

Purpose of the Study:

  • To analyze consumer stickiness in livestream e-commerce using Expectation Confirmation Theory (ECT).
  • To establish a consumer stickiness factors model incorporating satisfaction and perceived playfulness.

Main Methods:

  • Utilized Expectation Confirmation Theory (ECT) as the theoretical framework.
  • Collected 262 valid questionnaires and employed SmartPLS analysis and interviews.
  • Modified the ECT model by replacing continuance intention with consumer stickiness and adding perceived playfulness.

Main Results:

  • Perceived usefulness and confirmation significantly influence satisfaction.
  • Confirmation impacts perceived usefulness and perceived playfulness.
  • Satisfaction is a significant predictor of consumer stickiness.

Conclusions:

  • Consumer stickiness in livestream e-commerce is driven by perceived usefulness, confirmation, satisfaction, and perceived playfulness.
  • Findings offer theoretical guidance for future livestreaming research and industry practices.