IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i14p8907-d867489.html
   My bibliography  Save this article

How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming

Author

Listed:
  • Jie Lv

    (School of Management, Zhejiang University of Technology, Hangzhou 310023, China)

  • Cong Cao

    (School of Management, Zhejiang University of Technology, Hangzhou 310023, China)

  • Qianwen Xu

    (School of Management, Zhejiang University of Technology, Hangzhou 310023, China)

  • Linyao Ni

    (School of Management, Zhejiang University of Technology, Hangzhou 310023, China)

  • Xiuyan Shao

    (School of Economics and Management, Southeast University, Nanjing 211189, China)

  • Yangyan Shi

    (Department of Management, Macquarie University, Sydney, NSW 2109, Australia)

Abstract

With the massive expansion in live streaming, enhancing the sustained engagement of users has become a key issue in ensuring its success. This study examines the relationship between real-time interaction, user perceptions, user intention to keep using live streaming, and whether this relationship differs between a live and a virtual live streaming environment. Using partial least squares (PLS) structural equation modelling (SEM), this paper analyses 240 valid questionnaire responses and finds that there is a link between real-time interactions, visual stimuli, and users’ sustained engagement. This shows that users’ active interactions while watching live streaming videos significantly affect their perceptions of social presence and trust, which in turn, affect their sustained engagement behaviour. These effects were found to vary with differences in the live streaming environment. The findings of this paper will play a positive role in understanding the differences between various live streaming environments, in optimizing the design of live streaming content and in improving the perceptions of emotional warmth by live streaming users.

Suggested Citation

  • Jie Lv & Cong Cao & Qianwen Xu & Linyao Ni & Xiuyan Shao & Yangyan Shi, 2022. "How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming," Sustainability, MDPI, vol. 14(14), pages 1-18, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8907-:d:867489
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/14/8907/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/14/8907/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Shang-Chun Ma & Kevin K. Byon & Wooyoung (William) Jang & Shang-Min Ma & Tsung-Nan Huang, 2021. "Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types," Sustainability, MDPI, vol. 13(8), pages 1-21, April.
    2. 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.
    3. Hajli, Nick & Sims, Julian & Zadeh, Arash H. & Richard, Marie-Odile, 2017. "A social commerce investigation of the role of trust in a social networking site on purchase intentions," Journal of Business Research, Elsevier, vol. 71(C), pages 133-141.
    4. Gefen, David, 2000. "E-commerce: the role of familiarity and trust," Omega, Elsevier, vol. 28(6), pages 725-737, December.
    5. Joseph F. Hair & G. Tomas M. Hult & Christian M. Ringle & Marko Sarstedt & Kai Oliver Thiele, 2017. "Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 616-632, September.
    6. Linye Ma & Shuqing Gao & Xiaoyan Zhang, 2022. "How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China," Sustainability, MDPI, vol. 14(2), pages 1-20, January.
    7. Lakshman Krishnamurthi & S. P. Raj, 1991. "An Empirical Analysis of the Relationship Between Brand Loyalty and Consumer Price Elasticity," Marketing Science, INFORMS, vol. 10(2), pages 172-183.
    8. Jeakang Heo & Yongjune Kim & Jinzhe Yan, 2020. "Sustainability of Live Video Streamer’s Strategies: Live Streaming Video Platform and Audience’s Social Capital in South Korea," Sustainability, MDPI, vol. 12(5), pages 1-13, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wenhua Shi & Fengyi Li & Mingyao Hu, 2025. "The influence of atmospheric cues and social presence on consumers' impulse buying behaviors in e-commerce live streaming," Electronic Commerce Research, Springer, vol. 25(4), pages 3325-3353, August.
    2. Yuexian Zhang & XueYing Wang & Xin Zhao, 2025. "Supervising or assisting? The influence of virtual anchor driven by AI–human collaboration on customer engagement in live streaming e-commerce," Electronic Commerce Research, Springer, vol. 25(4), pages 3047-3070, August.
    3. 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).

    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. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.
    2. Rajković, Borislav & Đurić, Ivan & Zarić, Vlade & Glauben, Thomas, 2021. "Gaining trust in the digital age: The potential of social media for increasing the competitiveness of small and medium enterprises," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 13(4).
    3. Shirazi, Farid & Hajli, Nick & Sims, Julian & Lemke, Fred, 2022. "The role of social factors in purchase journey in the social commerce era," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    4. 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.
    5. Cheah, Jun-Hwa & Waller, David & Thaichon, Park & Ting, Hiram & Lim, Xin-Jean, 2020. "Price image and the sugrophobia effect on luxury retail purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    6. Luyan Su & Ying Li & Wenli Li, 2019. "Understanding Consumers’ Purchase Intention for Online Paid Knowledge: A Customer Value Perspective," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
    7. Li, Chia-Ying, 2019. "How social commerce constructs influence customers' social shopping intention? An empirical study of a social commerce website," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 282-294.
    8. Wenhua Shi & Fengyi Li & Mingyao Hu, 2025. "The influence of atmospheric cues and social presence on consumers' impulse buying behaviors in e-commerce live streaming," Electronic Commerce Research, Springer, vol. 25(4), pages 3325-3353, August.
    9. Tajvidi, Mina & Richard, Marie-Odile & Wang, YiChuan & Hajli, Nick, 2020. "Brand co-creation through social commerce information sharing: The role of social media," Journal of Business Research, Elsevier, vol. 121(C), pages 476-486.
    10. Timm Teubner & Marc T. P. Adam & Florian Hawlitschek, 2020. "Unlocking Online Reputation," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 62(6), pages 501-513, December.
    11. Juan F. Tavera Mesías & Juan C. S�nchez Giraldo & Bernardo Ballesteros D�az, 2011. "Aceptación del E-Commerce en Colombia: un estudio para la ciudad de Medellín," Revista Facultad de Ciencias Económicas, Universidad Militar Nueva Granada.
    12. Nasser Hamidi & Tahmineh Torabi Rad & Alireza Jahany, 2012. "Evaluation Of Factors Influencing Tendency Towards E- Banking In Bank Customers," Far East Journal of Marketing and Management, Far East Research Centre, vol. 2(3), pages 25-42, August.
    13. Yubao Cui & Luca Cacciolatti & Patrick Woock & Yinghua Liu & Xuehe Zhang, 2016. "A Qualitative Exploratory Investigation on the Purchase Intention of Consumers Affected by Long-term Negative Advertising: A Case from the Chinese Milk Sector," Economia agro-alimentare, FrancoAngeli Editore, vol. 18(3), pages 263-282.
    14. Sonali Singh & Sumeet Singh Jasial & Richa Misra & Ajay Bansal, 2024. "Online Retail Service Quality: What Matters Most for Customer Satisfaction?," FIIB Business Review, , vol. 13(5), pages 600-615, October.
    15. Alisa Frik & Luigi Mittone, 2016. "Factors Influencing the Perceived Websites' Privacy Trustworthiness and Users' Purchase Intentions," CEEL Working Papers 1609, Cognitive and Experimental Economics Laboratory, Department of Economics, University of Trento, Italia.
    16. Lian, Jiunn-Woei & Li, Ji, 2021. "The dimensions of trust:An investigation of mobile payment services in Taiwan," Technology in Society, Elsevier, vol. 67(C).
    17. Jiang, Cuiqing & Rashid, Rao Muhammad & Wang, Jianfei, 2019. "Investigating the role of social presence dimensions and information support on consumers’ trust and shopping intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 263-270.
    18. Kyung Hwa Seo, 2020. "A Study on the Application of Kiosk Service as the Workplace Flexibility: The Determinants of Expanded Technology Adoption and Trust of Quick Service Restaurant Customers," Sustainability, MDPI, vol. 12(21), pages 1-16, October.
    19. Xusen Cheng & Fei Guo & Jin Chen & Kejiang Li & Yihui Zhang & Peng Gao, 2019. "Exploring the Trust Influencing Mechanism of Robo-Advisor Service: A Mixed Method Approach," Sustainability, MDPI, vol. 11(18), pages 1-20, September.
    20. Timm Teubner & David Dann & Florian Hawlitschek & Mareike Möhlmann, 2024. "First vs. Lasting Impressions: How Cognitive and Affective Trust Cues Coordinate Match-Making in Online Sharing Platforms," Group Decision and Negotiation, Springer, vol. 33(2), pages 217-265, April.

    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:gam:jsusta:v:14:y:2022:i:14:p:8907-:d:867489. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.