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What inhibits live-streaming commerce from winning consumers? An investigation from the stressor-strain-outcome perspective

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  • Shuaikang Hao

    (Southwest Forestry University)

Abstract

Live-streaming commerce (LSC) recently has evolved into a popular online shopping channel, but it also received an increasing amount of negative feedback, which forces some consumers to return to traditional online shopping. Given the coexistence of LSC and conventional e-commerce, the purpose of this research is to determine the factors that prevent consumers from establishing a channel preference for the LSC. By applying the stressor-strain-outcomes paradigm, this study developed a model to explore the influence of overload factors on the channel preference behavior. The results suggest that information overload and system overload may result in live-streaming fatigue and impair consumers’ channel preference for the LSC. Moreover, live-streaming fatigue is negatively related to channel preference and serves as a mediating role linking the correlation between overload and channel preference. However, contrary to our expectations, time pressure negatively moderated the relationship between live-streaming fatigue and channel preference. These findings guide live-streaming operators on how to improve the information content and system features to win consumers.

Suggested Citation

  • Shuaikang Hao, 2025. "What inhibits live-streaming commerce from winning consumers? An investigation from the stressor-strain-outcome perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-17, December.
    • Handle: RePEc:spr:elmark:v:35:y:2025:i:1:d:10.1007_s12525-025-00785-9
    DOI: 10.1007/s12525-025-00785-9
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