University of Illinois Urbana-Champaign

Exploring the Factors Influencing User Engagement in Live Streaming

Yao, Aixin; Xu, Guang; Ren, Ming

Content Files
254_abstract.docx
254_poster.pdf

Permalink

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

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
Genre of Resource
Conference Poster
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.

Owning Collections

iConference 2024 Posters PRIMARY
Posters presented at the 2024 iConference https://www.ischools.org/iconference