Live streaming e-commerce: the relationship of interactivity and co-experience on consumer engagement

Abstract

Purpose – This study aims to determine the antecedents of consumer engagement in live-streaming e-commerce using the stimulus–organism–response framework. The relationship between interactivity and co-experience (stimulus), consumer trust (organism) and consumer engagement (response) was examined. Design/methodology/approach – A questionnaire was distributed via social media, email and messenger platforms, resulting in 262 valid responses. The collected data were then analyzed using structural equation modeling. Findings – The study demonstrates that consumer trust significantly affects consumer engagement in live-streaming e-commerce. Consumer trust is significantly influenced by interactivity, namely, active control. Co-experience aspects affecting trust are participation and cognitive communion. An element of interactivity (two-way communication) and two of co-experience (synchronicity and resonant contagion) do not show a noteworthy positive correlation with consumer trust. Research limitations/implications – This study uses a cross-sectional survey, focusing on the recommended factors from several previous studies, and is limited to live streaming e-commerce. Practical implications – New theoretical insights are highlighted, focusing on how communication dynamics between consumers and sellers foster trust, ultimately driving consumer engagement. From a practical perspective, managers should pay attention to creating interactive experiences and co-experiences within live-streaming e-commerce to build consumer trust. Originality/value – This study examines aspects of the seller–buyer interaction affecting engagement during live streaming in e-commerce, revealing the role of co-experience and consumer trust.