Interactivity,Perceived Value,and User Engagement of E-commerce Live Streaming Anchors:A Perspective Based on the SOR Theory
With the rapid development of social media platforms,live sales have become an integral part of e-commerce.However,the defining characteristic of e-commerce live streaming lies in real-time interaction,and how effective interaction can lead to better live streaming outcomes,especially the mechanisms through which different types of anchor interactions affect user engagement behaviors,remains unclear.This study,grounded on the SOR model,employs Python to collect authentic live streaming data.It investigates the influence of task-oriented and relationship-oriented interactions on different user engagement behaviors(including online viewing,likes,and comments)and examines the mediating role of perceived value(including perceived information value and perceived entertainment value).It is found that task-oriented interactions affect user comments significantly but not so significant on user online viewing and likes.In contrast,relationship-oriented interactions have a significant impact on all dependent variables.Furthermore,perceived informational value and perceived entertainment value,acting as mediating variables,partially mediate the relationship between anchor interactions and user engagement behaviors.This study expands the application scope of SOR theory,enriches the research on user engagement behaviors in e-commerce live streaming,and deepens the understanding of perceived value in e-commerce live streaming,providing valuable insights for enhancing anchor interaction strategies and optimizing live streaming outcomes.
e-commerce live streaminganchor interactivityuser engagement behaviorsSOR theoryperceived value
国家科技期刊平台
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