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Can They Keep You Hooked? Impact of Streamers’ Social Capital on User Stickiness in E-Commerce Live Streaming

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成果类型:
期刊论文
作者:
Wenjing Zhao;Rui Liu;Qiong Tan;Juan Tan;Yanling Dong
通讯作者:
Rui Liu<&wdkj&>Juan Tan
作者机构:
Authors to whom correspondence should be addressed.
[Wenjing Zhao; Yanling Dong] Business School, Beijing Technology and Business University, Beijing 100048, China
[Qiong Tan] School of Economics, Central South University of Forestry and Technology, Changsha 410004, China
[Rui Liu; Juan Tan] Authors to whom correspondence should be addressed.<&wdkj&>Business School, Beijing Technology and Business University, Beijing 100048, China
通讯机构:
[Rui Liu; Juan Tan] A
Authors to whom correspondence should be addressed.<&wdkj&>Business School, Beijing Technology and Business University, Beijing 100048, China
语种:
英文
关键词:
social capital;perceived value;flow experience;user stickiness
期刊:
Journal of theoretical and applied electronic commerce research
ISSN:
0718-1876
年:
2025
卷:
20
期:
3
页码:
158-
基金类别:
Conceptualization, J.T. and R.L.; methodology, J.T. and Y.D.; software, Q.T. and W.Z.; validation, Y.D. and R.L.; formal analysis, Y.D. and W.Z.; investigation, J.T.; resources, J.T.; data curation, R.L. and Q.T.; writing—original draft preparation, J.T. and R.L.; writing—review and editing, J.T. and R.L.; visualization, Y.D. and W.Z.; supervision, J.T.; project administration, Q.T.; funding acquisition, J.T. All authors analyzed the results and reviewed the manuscript. All authors have read and agreed to the published version of the manuscript. This research received no external funding.
机构署名:
本校为其他机构
院系归属:
经济学院
摘要:
Amid the rapid growth of social media and live streaming platforms, streamers, who serve as a crucial link between products and users, have garnered significant attention from both academia and industry. This study explores the impact of the streamer’s social capital (S) on user stickiness (R), as well as the mediating roles of perceived value and flow experience (O) in light of the Stimuli-Organism-Response (SOR) framework and social capital theory. A total of 322 valid samples were analyzed through Structural Equation Modeling (SEM) and Fuzz...

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