Live E-Commerce Multi-entity Value Co-creation Behavior: A Consumer Engagement Motivation Perspective

Abstract

Consumers, anchors, platforms, manufacturers, and other multi-type subjects constitute the value co-creators of e-commerce live streaming. The virtual presence and real-time interaction between multiple subjects and consumers through the live e-commerce scene directly convert traffic into sales and become an important driver of consumption growth. Starting from the intrinsic drivers of consumer engagement, such as trust motivation, interest motivation, and emotion motivation, the value co-creation behavior model of live e-commerce was constructed and validated using questionnaire data and AMOS software. The results show that: all engagement motivations have a significant positive impact on interaction and cooperation. In terms of standard path coefficients: interest motivation > trust motivation > emotion motivation. There is no significant direct effect of engagement motivation on co-creation behavior. However, there is a significant effect on co-creation behavior through the mediating effect of experience value, and the coefficient value of the mediating effect is significantly larger than that of the direct effect coefficient.