Research on the Impact of Moment-to-Moment Comment Information Characteristics on Customer Stickiness in E-commerce Livestreaming:Based on the Cognitive Theory of Emotion
In the fiercely competitive e-commerce live streaming industry,retaining customers has become a major challenge in order to secure long-term revenue.Therefore,exploring customer stickiness is particularly important.Most existing studies have focused on cus-tomers'purchase intentions and behaviors,extensively analyzing the role of anchors as sources of information.However,in e-commerce live streaming,customers also serve as sources of information and post moment-to-moment comments through bullet screens,which in turn affects customer stickiness.First,this study utilizes qualitative research to identify five characteristics of moment-to-moment comment infor-mation based on the hierarchy of information needs.These characteristics include synchronicity,diagnosticity,entertainment,relevancy,and innovativeness.Measurement scales are then developed to assess these characteristics.Based on the cognitive theory of emotion,a re-search model is constructed to examine the evolution path of"moment-to-moment comment information characteristics→emotional reaction→customer stickiness",and an empirical research is made to reveal the mechanism of how moment-to-moment comment information char-acteristics influence customer stickiness.This provides practical insights for retaining customers in e-commerce live streaming.
e-commerce livestreamingcustomer stickinessmoment-to-moment comment information characteristicscognitive theory of emotionhierarchy of information needs
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