Ma Yingying
Communication University of Zhejiang, China.
Heliyon. 2023 Jan 11;9(1):e12917. doi: 10.1016/j.heliyon.2023.e12917. eCollection 2023 Jan.
In this day and age, livestream shopping is developing by leaps and bounds in China. It has been proved that livestream shopping is efficient in attracting customers and boosting the sales of products. However, very little research has been carried out on user stickiness, which plays a valuable role in business success. In light of the stimulus-organism-response framework (S-O-R), a multiple-mediation model (identification and gratification as mediators) was established to examine the effect of interactivity affordance (S) on the user stickiness (R) of a sample of 489 Chinese livestream viewers. Structural equation modeling with bootstrapping estimation was performed to examine the mediating roles of identification (O-cognitive) and gratification (O-affective). The modeling results revealed that the relationship between interactivity affordance and user stickiness was partially mediated by identification combined with utilitarian gratification and fully mediated by identification combined with hedonic gratification. The findings stress the importance of categorizing gratifications. In addition, these findings offer new perspectives for understanding the effects of IT affordance on user stickiness.
在当今时代，直播购物在中国正飞速发展。事实证明，直播购物在吸引顾客和促进产品销售方面效率很高。然而，关于用户粘性的研究却很少，而用户粘性对商业成功起着重要作用。基于刺激-机体-反应框架（S-O-R），建立了一个多重中介模型（以认同和满足为中介变量），以检验互动性（S）对489名中国直播观众样本的用户粘性（R）的影响。采用带有自抽样估计的结构方程模型来检验认同（O-认知）和满足（O-情感）的中介作用。建模结果表明，互动性与用户粘性之间的关系部分由认同与功利性满足共同介导，完全由认同与享乐性满足共同介导。研究结果强调了区分满足类型的重要性。此外，这些发现为理解信息技术特性对用户粘性的影响提供了新的视角。
