The configurational impact of e-commerce live streaming interactivity on consumer engagement behavior

Abstract

Purpose

This study aimed to verify the impact of e-commerce live streaming interactivity on consumer engagement behavior. Specifically, the multiple dimensions of interactivity and tie strength together form a high-level consumer engagement behavior.

Design/methodology/approach

Data collection was carried out in the form of a questionnaire survey. Data from 416 respondents were analyzed by structural, followed by further test by fsQCA method.

Findings

Perceived controllability, perceived responsiveness and perceived mutuality positively influence tie strength, and tie strength promotes consumer engagement behavior. Moreover, we found a configuration effect between interactivity and tie strength and revealed four configurations that can affect high-level engagement behavior.

Research limitations/implications

First, the SEM results show that the three dimensions of perceived interactivity positively impact tie strength: perceived controllability, perceived responsiveness, and perceived mutuality. And perceived personalization has no positive impact on tie strength. Second, the relevant results show that tie strength positively impacts consumer engagement behavior. Third, we find that the relationship between perceived interactivity and consumer engagement behavior may not be asymmetric, so the alternative combination of causal conditions may produce the same results. The fsQCA results revealed four configurations that can affect the level of consumer engagement behavior. And tie strength is the core condition.

Practical implications

This study provides specific solutions for e-retailers and live streaming platforms to promote consumers' participation in engagement behavior in e-commerce live streaming.

Originality/value

This study transforms the linear impact of interactivity on consumer engagement behavior into a configuration effect for the first time, and enriches the live streaming commerce and consumer engagement behavior literature.

Citation

Bolun, Z., Yan, Z. and Minghui, J. (2024), "The configurational impact of e-commerce live streaming interactivity on consumer engagement behavior", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-03-2024-0271