Research on the Attachment Effect of Atmospheric Clues in E-Commerce Live Streaming Room Based on"Task-Social"Perspective
Based on the framework of"task-social"atmospheric cues,fuzzy-set qualitative compara-tive analysis(fsQCA)method was utilized to examine the configuration effects of task cues(informa-tional cues,emotional cues and anchor task roles)and social cues(danmaku activeness,social crow-ding and anchor social connections)on live streaming room attachment(live streaming room identity,live streaming room dependence),aiming to explore the new direction for the sustainable development of e-commerce live streaming.This study found that there were 9 equivalent paths triggering live streaming room dependence which could be divided into 3 configurations,including emotion-driven in a hot selling atmosphere,information-emotion dual-driven in interactive atmosphere,and information-e-motion dual-driven under the guidance of the anchors,as well as 1 path and 1 configuration(all-cue concurrently-driven)triggering live streaming room identity.Besides,there were substitution rela-tionships among task cues,social cues,and both of them.
e-commerce live streamingatmospheric cueslive streaming room attachmentfuzz-y-set qualitative comparative analysis
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