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Angry or happy? The role of active engagement in transforming emotions into usage in live commerce

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  • Songyuan Wu
  • Miao Miao

Abstract

This study investigates how consumer irritation and pleasure are transformed into frequent usage in live commerce, with a focus on the mediating role of customer engagement. Drawing on persuasion knowledge theory and emerging research on mixed emotions, we examine how four primary sales approaches in live commerce elicit emotional responses and how these emotions influence platform usage. Using survey data from 399 Chinese live commerce users, our findings reveal that transaction- and persuasion-based approaches significantly increase irritation, while content- and relationship-based approaches enhance pleasure. Contrary to expectations, irritation does not directly reduce usage frequency, whereas pleasure increases it. Crucially, only active engagement, manifested through commenting, sharing, and interaction, mediates the effect of both emotions on usage; passive engagement has no such effect. These findings underscore the crucial role of active engagement in transforming both irritation and pleasure into continued platform use, offering actionable inights for live commerce platforms aiming to enhance customer engagement and sustain long-term usage.

Suggested Citation

  • Songyuan Wu & Miao Miao, 2025. "Angry or happy? The role of active engagement in transforming emotions into usage in live commerce," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 16(4), pages 443-464, October.
    • Handle: RePEc:taf:rgfmxx:v:16:y:2025:i:4:p:443-464
    DOI: 10.1080/20932685.2025.2529816
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