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How perceived attributes of livestreaming commerce influence customer engagement: a social support perspective

Fang Qin (College of Economics and Management, China Jiliang University, Hangzhou, China)
Wei Le (College of Economics and Management, China Jiliang University, Hangzhou, China)
Min Zhang (College of Management and Economics, Tianjin University, Tianjin, China)
Yujia Deng (College of Economics and Management, China Jiliang University, Hangzhou, China)

Journal of Service Theory and Practice

ISSN: 2055-6225

Article publication date: 4 November 2022

308

Abstract

Purpose

The boom in livestreaming commerce (LSC) has brought significant changes to social interaction methods. Understanding customer engagement in LSC is critical for online sellers who try to enhance the social influence and improve marketing effectiveness of LSC. Based on the stimulus–organism–response (S–O–R) paradigm, this study aims to develop a model to investigate the effects of perceived attributes of LSC (real-time interaction, perceived proximity and perceived authenticity) on social support (informational and emotional support) and subsequent engagement.

Design/methodology/approach

An online survey is conducted to collect data from LSC customers, and data are analyzed using SPSS and SmartPLS.

Findings

The results indicate that informational and emotional support are positively affected by real-time interaction, perceived proximity and perceived authenticity. In turn, informational and emotional support enable and mediate the prediction of customer engagement intention in LSC.

Originality/value

Prior LSC studies tend to focus on the motivation influencing LSC engagement from the perspective of perceived value. This study confirms the importance of perceived attributes of LSC in driving customer engagement from the perspective of social support.

Keywords

Acknowledgements

This work was supported by the Zhejiang Provincial Natural Science Foundation of China (Grant Nos. LQ21G020006, LQ19G020008); The Fundamental Research Funds for the Provincial Universities of Zhejiang (Grant No. 2021YW58); The Zhejiang Federation of Humanities and Social Sciences Circles (Grant No. 2023N035); The National Natural Science Foundation of China (NSFC, Grant No. 72171166).

Citation

Qin, F., Le, W., Zhang, M. and Deng, Y. (2022), "How perceived attributes of livestreaming commerce influence customer engagement: a social support perspective", Journal of Service Theory and Practice, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSTP-01-2022-0022

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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