September 19, 2025ManagementOpen Access

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

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Live-streaming frequency significantly boosts customer stickiness, while duration plays a lesser role.
Higher perceived value arising from frequent live-streaming increases customer engagement and loyalty.
A structured online survey collected 500 responses, analyzed using structural equation modeling.
E-commerce platforms can enhance customer retention by prioritizing frequent, interactive live-streaming sessions.

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Implication

Quantitative research identifies that live-streaming frequency crucially enhances customer stickiness in e-commerce, suggesting improved strategies are needed.

Cite This Study

Jiang Qiy (2025) studied this question.

synapsesocial.com/papers/68d43c81713b0b5dfea7c032 https://doi.org/10.62486/agma2025320

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Implication

Quantitative research identifies that live-streaming frequency crucially enhances customer stickiness in e-commerce, suggesting improved strategies are needed.

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

Key Points

Discussion

Implication

Cite This Study

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

Key Points

Discussion

Implication

Cite This Study