Proceedings of the 3rd International Conference on Internet Finance and Digital Economy (ICIFDE 2023)

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A study of the factors influencing customer stickiness in the context of live e-commerce

Authors
ZiXiang Chen1, Li Li1, *
1School of Economics and Management, Nanjing University of Science and Technology, Nanjing, 210094, China
*Corresponding author. Email: lily691111@126.com
Corresponding Author
Li Li
Available Online 29 October 2023.
DOI
10.2991/978-94-6463-270-5_30How to use a DOI?
Keywords
live e-commerce; customer stickiness; SOR model; flow
Abstract

The specific factors influencing customer stickiness in e-commerce live streaming were explored from the perspective of customer experience. A theoretical model of factors influencing customer stickiness in e-commerce live streaming was established by drawing on the SOR model, 360 valid questionnaires were collected by questionnaire method, and data analysis was conducted using SmartPLS3.3.3. The results found that anchor characteristics (Attractiveness, Expertise) and platform environment (ease of use, sociality) influence mind flow and gratification; flow and gratification significantly influence customer stickiness and play a mediating role in it.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Internet Finance and Digital Economy (ICIFDE 2023)
Series
Atlantis Highlights in Economics, Business and Management
Publication Date
29 October 2023
ISBN
978-94-6463-270-5
ISSN
2667-1271
DOI
10.2991/978-94-6463-270-5_30How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - ZiXiang Chen
AU  - Li Li
PY  - 2023
DA  - 2023/10/29
TI  - A study of the factors influencing customer stickiness in the context of live e-commerce
BT  - Proceedings of the 3rd International Conference on Internet Finance and Digital Economy (ICIFDE 2023)
PB  - Atlantis Press
SP  - 279
EP  - 285
SN  - 2667-1271
UR  - https://doi.org/10.2991/978-94-6463-270-5_30
DO  - 10.2991/978-94-6463-270-5_30
ID  - Chen2023
ER  -