Assessing the Impact of Live-streaming Duration and Frequency on Customer Stickiness in E-Commerce Platforms

Introduction: This study investigates the impact of live-streaming duration and frequency on customer stickiness in Malaysian e-commerce platforms, emphasizing the mediating role of perceived value. With live streaming becoming a popular marketing tool, understanding its influence on customer engagement and loyalty is crucial for e-commerce businesses aiming to strengthen customer retention. Methods: A quantitative research approach was employed, utilizing a structured online survey distributed to Malaysian consumers who engaged in live-streaming shopping events on platforms like Shopee and Lazada. A total of 500 valid responses were collected for structural equation modeling (SEM) analysis. Results: The findings reveal that live-streaming frequency has a stronger influence on perceived value and customer stickiness than its duration. Frequent live-streaming sessions enhance customer engagement, foster emotional connections, and increase perceived value, which in turn boosts loyalty and repeat purchases. Duration had a less significant impact on customer stickiness. Perceived value mediated the relationship between live-streaming frequency and customer stickiness. Conclusions: This research highlights the importance of frequent, interactive live-streaming sessions for increasing customer loyalty in e-commerce. Perceived value plays a central role in converting frequent interactions into long-term engagement. E-commerce platforms should focus on increasing live-streaming frequency and enhancing content interactivity to improve customer retention and foster sustained business growth. These insights offer practical guidance for e-commerce operators seeking to optimize their live-streaming strategies.