Exploring the Factors Influencing User Engagement in Live Streaming

Yao, Aixin; Xu, Guang; Ren, Ming

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https://hdl.handle.net/2142/122800 Copy

Description

Title

Exploring the Factors Influencing User Engagement in Live Streaming

Author(s)

• Yao, Aixin
• Xu, Guang
• Ren, Ming

Issue Date

2024-03-20

Keyword(s)

• Live Streaming
• User engagement
• Affordance

Abstract

Live streaming commerce has become a prominent shopping method and marketing tool. Analyzing user engagement behaviors (e.g., entering, watch-ing, liking, and commenting) can reveal their motivation to continue watch-ing. Building a theoretical model based on affordance, we divide live streaming into three dimensions: context, content, and connection, and ex-amine the direct effects of factors on user different engagement behaviors. Empirical analysis is conducted on a real-world dataset of live streaming on Taobao Live. The results show that the three dimensions all contain factors that have significant influence on user engagement behavior, and the direc-tion and degree are different. Our study provides suggestions for live streaming sellers to optimize marketing direction and improve user stickiness.

Publisher

iSchools

Series/Report Name or Number

iConference 2024 Proceedings

Type of Resource

Other

Language

eng

Handle URL

https://hdl.handle.net/2142/122800

Copyright and License Information

Copyright 2024 is held by Aixin Yao, Guang Xu and Ming Ren. Copyright permissions, when appropriate, must be obtained directly from the authors.

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