IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v88y2026ics0969698925002942.html

Beyond the screen: Understanding consumer engagement with live-stream shopping from the perspective of the information system success model

Author

Listed:
  • Wang, Xiao-Wu
  • Guo, Yihao

Abstract

Researchers have yet to fully elucidate the relationship between the live-stream shopping context and consumer engagement. In this study, live-stream shopping is conceptualized as an information system, and a theoretical framework that is grounded in the information system success model (ISSM) is developed. We draw on semistructured focus group interviews to extend the ISSM to incorporate the dual-path chain mediating effects of perceived value, satisfaction, and trust, alongside the moderating effect of brand popularity. We then use SmartPLS software to test the proposed model by reference to survey data obtained from 330 Chinese live-stream shoppers. The results support all the hypothesized relationships, notably highlighting the negative moderating effect of brand popularity on the theoretical model proposed in this research. Necessary condition analysis (NCA) reveals that among the six independent variables investigated in this context, streamer persuasion quality has the greatest effect size. Additional analyses reveal that the weekly duration of live stream watching does not affect the relationships between the independent variables and perceived value; however, it does influence the interrelations among consumers’ psychological variables. The findings of this research suggest that firms can strategically design and manage live-stream shopping contexts from an information system perspective. Finally, the theoretical and practical implications of this study are discussed, and directions for future research on this topic are highlighted.

Suggested Citation

  • Wang, Xiao-Wu & Guo, Yihao, 2026. "Beyond the screen: Understanding consumer engagement with live-stream shopping from the perspective of the information system success model," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925002942
    DOI: 10.1016/j.jretconser.2025.104515
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698925002942
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2025.104515?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Kang, Kai & Lu, Jinxuan & Guo, Lingyun & Li, Wenlu, 2021. "The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms," International Journal of Information Management, Elsevier, vol. 56(C).
    2. Zhao, Jing-Di & Huang, Jin-Song & Su, Song, 2019. "The effects of trust on consumers’ continuous purchase intentions in C2C social commerce: A trust transfer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 42-49.
    3. Tian, Yu & Frank, Björn, 2024. "Optimizing live streaming features to enhance customer immersion and engagement: A comparative study of live streaming genres in China," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    4. Gefen, David & Straub, Detmar W., 2004. "Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services," Omega, Elsevier, vol. 32(6), pages 407-424, December.
    5. Yeon, Jewoo & Park, Inyoung & Lee, Daeho, 2019. "What creates trust and who gets loyalty in social commerce?," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 138-144.
    6. Park, Hyun Jung & Lin, Li Min, 2020. "The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    7. Tsai, Pei-Hsuan & Tang, Jia-Wei & Ou, Mei-Ling, 2024. "Applying the extended UTAUT-2 to assess the factors contributing to consumers’ usage intention towards over-the-top video streaming platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    8. MacKenzie, Scott B. & Podsakoff, Philip M., 2012. "Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies," Journal of Retailing, Elsevier, vol. 88(4), pages 542-555.
    9. Fan, Xiaojun & Zhang, Lu & Guo, Xin & Zhao, Wenyu, 2024. "The impact of live-streaming interactivity on live-streaming sales mode based on game-theoretic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    10. William H. DeLone & Ephraim R. McLean, 1992. "Information Systems Success: The Quest for the Dependent Variable," Information Systems Research, INFORMS, vol. 3(1), pages 60-95, March.
    11. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    12. Stathopoulou, Anastasia & Balabanis, George, 2016. "The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers," Journal of Business Research, Elsevier, vol. 69(12), pages 5801-5808.
    13. Alalwan, Ali Abdallah & Dwivedi, Yogesh K. & Rana, Nripendra P., 2017. "Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust," International Journal of Information Management, Elsevier, vol. 37(3), pages 99-110.
    14. Fan, Xiaojun & Tao, Wenxia & Yu, Haowei & Wang, Zheng, 2025. "The higher the better? A study on the dark side of high engagement atmosphere in live streaming sales on consumer post-purchase satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    15. Luo, Lijuan & Liu, Ling & Zheng, Yujie & Wang, Yuwei, 2025. "The power of voice: Investigating the effects of streamer voice characteristics on sales performance in live streaming E-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    16. Liu, Zilong & Li, Jianing & Wang, Xuequn & Guo, Yiru, 2023. "How search and evaluation cues influence consumers’ continuous watching and purchase intentions: An investigation of live-stream shopping from an information foraging perspective," Journal of Business Research, Elsevier, vol. 168(C).
    17. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    18. Hollebeek, Linda D. & Das, Kallol & Shukla, Yupal, 2021. "Game on! How gamified loyalty programs boost customer engagement value," International Journal of Information Management, Elsevier, vol. 61(C).
    19. Bee-Lia Chua & Shahrim Karim & Sanghyeop Lee & Heesup Han, 2020. "Customer Restaurant Choice: An Empirical Analysis of Restaurant Types and Eating-Out Occasions," IJERPH, MDPI, vol. 17(17), pages 1-23, August.
    20. Zhang, Yanfen & Xu, Qi, 2024. "Consumer engagement in live streaming commerce: Value co-creation and incentive mechanisms," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    21. Liu, Qixuan & Ma, Ning & Zhang, Xiaoyi, 2025. "Can AI-virtual anchors replace human internet celebrities for live streaming sales of products? An emotion theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    22. Ali Mugahed Al-Rahmi & Alina Shamsuddin & Uthman Alturki & Ahmed Aldraiweesh & Farahwahida Mohd Yusof & Waleed Mugahed Al-Rahmi & Abdulmajeed A. Aljeraiwi, 2021. "The Influence of Information System Success and Technology Acceptance Model on Social Media Factors in Education," Sustainability, MDPI, vol. 13(14), pages 1-23, July.
    23. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    24. Wang, Xiao-Wu & Cao, Yu-Mei & Park, Cheol, 2019. "The relationships among community experience, community commitment, brand attitude, and purchase intention in social media," International Journal of Information Management, Elsevier, vol. 49(C), pages 475-488.
    25. Yan, Ying & Chen, Hongquan & Shao, Bingjia & Lei, Yuanyang, 2023. "How IT affordances influence customer engagement in live streaming commerce? A dual-stage analysis of PLS-SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    26. Chang, Yaping & Wang, Han & Guo, Zhenjiang, 2025. "Artificial intelligence in live streaming: How can virtual streamers bring more sales?," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    27. Guo, Yuanyuan & Zhang, Kexin & Wang, Chaoyou, 2022. "Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    28. Sun, Jianmin & Sarfraz, Muddassar & Ivascu, Larisa & Han, Heesup & Ozturk, Ilknur, 2024. "Live streaming and livelihoods: Decoding the creator Economy's influence on consumer attitude and digital behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    29. Stacie Petter & William DeLone & Ephraim McLean, 2008. "Measuring information systems success: models, dimensions, measures, and interrelationships," European Journal of Information Systems, Taylor & Francis Journals, vol. 17(3), pages 236-263, June.
    30. Zhang, Yun & Li, Xia & Liu, Rongqin & Shuai, Qinghong & Huang, Caiyan, 2025. "How facial cues of streamers drive purchase intention in live streaming commerce: Based on a lens model," Journal of Business Research, Elsevier, vol. 190(C).
    31. Liu, Haoyu & Tan, Kim Hua & Pawar, Kulwant, 2022. "Predicting viewer gifting behavior in sports live streaming platforms: The impact of viewer perception and satisfaction," Journal of Business Research, Elsevier, vol. 144(C), pages 599-613.
    32. Calabuig Moreno, Ferran & Prado-Gascó, Vicente & Crespo Hervás, Josep & Núñez-Pomar, Juan & Añó Sanz, Vicente, 2015. "Spectator emotions: Effects on quality, satisfaction, value, and future intentions," Journal of Business Research, Elsevier, vol. 68(7), pages 1445-1449.
    33. Yang, Xiao & Liu, Ying & Dong, Jichang & Li, Sirui, 2023. "Impact of streamers’ characteristics on sales performance of search and experience products: Evidence from Douyin," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    34. Park, JungKun & Hong, EunPyo & Park, Yun-na, 2023. "Toward a new business model of retail industry: The role of brand experience and brand authenticity," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    35. Min Zhang & Fang Qin & G. Alan Wang & Cheng Luo, 2020. "The impact of live video streaming on online purchase intention," The Service Industries Journal, Taylor & Francis Journals, vol. 40(9-10), pages 656-681, July.
    36. Erik Brynjolfsson & Michael D. Smith, 2000. "Frictionless Commerce? A Comparison of Internet and Conventional Retailers," Management Science, INFORMS, vol. 46(4), pages 563-585, April.
    37. Wang, Xueying & Zhang, Yuexian, 2025. "Brand-transformed or celebrity-transformed? The effect of different role-transformed virtual influencers on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 86(C).
    38. Hameed, Irfan & Zainab, Bibi & Akram, Umair & Ying, Woo Jia & Chan Xing, Chesney & Khan, Kamran, 2025. "Decoding willingness to buy in live-streaming retail: The application of stimulus organism response model using PLS-SEM and SEM-ANN," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    39. Wang, Bin & Han, Yao & Kandampully, Jay & Lu, Xiaoli, 2025. "How language arousal affects purchase intentions in online retailing? The role of virtual versus human influencers, language typicality, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    40. Zhang, Yihan & Li, Kai & Qian, Chen & Li, Xiaotong & Yuan, Qinjian, 2024. "How real-time interaction and sentiment influence online sales? Understanding the role of live streaming danmaku," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    41. Maity, Moutusy & Dass, Mayukh & Kumar, Piyush, 2018. "The impact of media richness on consumer information search and choice," Journal of Business Research, Elsevier, vol. 87(C), pages 36-45.
    42. Dirsehan, Taşkın & Cankat, Ece, 2021. "Role of mobile food-ordering applications in developing restaurants’ brand satisfaction and loyalty in the pandemic period," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    43. Zhong, Junying & Chen, Tiao, 2023. "Antecedents of mobile payment loyalty: An extended perspective of perceived value and information system success model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    44. Jinjing Yang & Cong Cao & Chensang Ye & Yangyan Shi, 2022. "Effects of Interface Design and Live Atmosphere on Consumers’ Impulse-Buying Behaviour from the Perspective of Human–Computer Interaction," Sustainability, MDPI, vol. 14(12), pages 1-21, June.
    45. Saeed Samiee, 1994. "Customer Evaluation of Products in a Global Market," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 25(3), pages 579-604, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ma, Xiangyang & Ren, Jiawen & Khor, Xianghui & Wang, Ruina & Li, Tieshan & Lang, Xiaoping, 2025. "Influencing mechanisms of live streamer's language strategies on product sales," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    2. Fan, Xiaojun & Tao, Wenxia & Yu, Haowei & Wang, Zheng, 2025. "The higher the better? A study on the dark side of high engagement atmosphere in live streaming sales on consumer post-purchase satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    3. Shizhen Bai & Xinyue Huang & Hao He & Hang Guo, 2025. "Product or Cultural Knowledge: Where Should More Attention Be Directed? Analyzing the Heterogeneous Effects of Streamers’ Knowledge-Sharing on Consumer Purchases in Live Streaming," SAGE Open, , vol. 15(4), pages 21582440251, November.
    4. Luo, Lijuan & Liu, Ling & Zheng, Yujie & Wang, Yuwei, 2025. "The power of voice: Investigating the effects of streamer voice characteristics on sales performance in live streaming E-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    5. Luo, Xi & Cheah, Jun-Hwa & Hollebeek, Linda D. & Lim, Xin-Jean, 2024. "Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    6. Li, Nianlin & Xuan, Changchun & Chen, Rui, 2024. "Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    7. Wang, Bin & Xie, Fengyuan & Kandampully, Jay & Wang, Jin, 2022. "Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    8. Ri Na & Anan Hu & Qingfeng Zeng & Ruyi Ge & Ruohong Hao, 2025. "Unveiling the relationship between virtual streamer characteristics and consumer purchase intention in live streaming commerce: Insights from source credibility perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-21, December.
    9. Fan, Xiaojun & Zhang, Lu & Guo, Xin & Zhao, Wenyu, 2024. "The impact of live-streaming interactivity on live-streaming sales mode based on game-theoretic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    10. Tian, Yu & Frank, Björn, 2024. "Optimizing live streaming features to enhance customer immersion and engagement: A comparative study of live streaming genres in China," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    11. Pei Li & Charles Spence & Chunmao Wu, 2025. "What motivate consumers’ purchase intention and the intention to continue watching in livestream shopping," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-14, December.
    12. Luo, Lijuan & Xu, Meiling & Zheng, Yujie, 2024. "Informative or affective? Exploring the effects of streamers’ topic types on user engagement in live streaming commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    13. He, Lifeng & Li, Xinmiao & Li, Yuzhuo & Liu, Yu & Zhang, Ning & Zhou, Xiaohang, 2026. "Is more always better? The effect of audience size on sales performance in live streaming commerce: A multimethod study," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    14. Jian Wang & Fakhar Shahzad, 2024. "Deciphering Social Commerce: A Quantitative Meta-Analysis Measuring the Social, Technological, and Motivational Dimensions of Consumer Purchase Intentions," SAGE Open, , vol. 14(2), pages 21582440241, June.
    15. Zhang, Yanfen & Xu, Qi & Zhang, Guoqing, 2023. "Optimal contracts with moral hazard and adverse selection in a live streaming commerce market," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    16. Laradi, Sofiane & Alrawad, Mahmaod & Lutfi, Abdalwali & Agag, Gomaa, 2024. "Understanding factors affecting social commerce purchase behavior: A longitudinal perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    17. Zhang, Tao & Tang, Zhongjun, 2023. "Should manufacturers open live streaming shopping channels?," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    18. Luo, Lijuan & Xu, Meiling & Wan, Fei, 2026. "Is sadness always bad? The effects of streamers’ multimodal expressions on viewer engagement in live streaming," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    19. Guo, Shuhui & Chen, Huan & Dai, Bitao & Wang, Mengning & Liu, Shuo & Zhang, Cheng & Liu, Shan & Lu, Xin, 2025. "Influential factors of streamer popularity in the live streaming platform," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    20. Zheng, Shiyong & Chen, Jiada & Liao, Junyun & Hu, Hsin-Li, 2023. "What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925002942. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.