Optimizing live streaming features to enhance customer immersion and engagement: A comparative study of live streaming genres in China

• Published in: Journal of retailing and consumer services Vol. 81; p. 103974
• Main Authors: Tian, Yu, Frank, Björn
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.11.2024
• Subjects: Customer engagement; Flow experience; Hedonic products; Influencer; Involvement; Live streaming; Utilitarian products; Utilitarian products; Influencer; Hedonic products; Involvement; Flow experience; Customer engagement; Live streaming

Based on the flow theory, this study examines how influencer characteristics and live streaming features (interactivity, utility, entertainment, and harmony) affect the viewer's flow experience (i.e., immersion) and engagement behavior (e.g., purchasing, gifting) across different live streaming...