Research on the Impact of Customer Experience on Customer Stickiness in The Context of E-Commerce Live Streaming
DOI:
https://doi.org/10.54097/pn72ys55Keywords:
E-commerce live streaming, Customer experience, Customer stickiness, Perceived value, Social presenceAbstract
With the rapid development of the digital economy, live-streaming e-commerce, as an emerging business model, is facing practical challenges of insufficient customer stickiness. Existing research has mainly focused on the influence of pre-purchase and during-purchase customer experiences on customer behavioral stickiness, while neglecting comprehensive studies on the impact of full-cycle customer experience—including pre-purchase, purchase, and post-purchase stages—on both psychological and behavioral customer stickiness. Based on the SOR (Stimulus-Organism-Response) theory and using empirical analysis, this study explores the influence mechanisms of customer experience throughout the full purchase cycle on psychological and behavioral stickiness. The findings reveal that customer experience at each stage of the purchase cycle has a significant positive impact on both psychological and behavioral stickiness. Perceived value plays a mediating role in this relationship. Social presence—the perception of others' existence—positively moderates the relationship between customer experience and perceived value, particularly in the pre-purchase and post-purchase stages. However, its moderating effect on the relationship between customer experience during the purchase and perceived value is not significant.
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