The Effect Of Streamer Trust And Self-product Fit On Consumer Stickiness In E-commerce Live Streaming:The Mediating Role Of Affective Attachment

Under the background of "development of technology and the spread of COVID-19",e-commerce live streaming is the product of the integration of traditional e-commerce and live streaming,and it became the biggest opportunity in 2020.The market size of e-commerce live streaming will achieve nearly two trillion in 2021.Facing the rapid development of it,some componies have got to a stage of white-hot competition.Taobao,Kuaishou and Douyin have established the head pattern,and subsequent platforms continue to follow up.How each platform stands out in such fierce competition,the retention and transformation of consumers has become the key method.So it is a big deal to learn that which variables have an impact on consumer stickiness for the development of marketing of e-commerce platforms.Based on the perspective of trust and self-congruity,combining with the framework of emotional attachment theory,We explores consumer stickiness in the context of e-commerce live streaming.In this study,by combing domestic and foreign studies,three variables of streamer trust,self-product fit and consumer inertia are extracted from three aspects of e-commerce livng streaming which are streamer,product and consumer.This paper points out that these three variables will cause consumers to have emotional connection with the streamer,thus affecting consumer stickiness.At the same time,this study takes emotional attachment as a Intermediate path.This paper determines the antecedent variables of emotional attachment: streamer trust,self-product fit.Also it introduces the personal characteristics of consumers,consumer inertia,as a moderating variable.In the research,we adopted the way which with the post-90 s and post-00 s as the research objects who aer the backbone of watching e-commerce live streaming.Data were obtained through different channels,and 303 valid questionnaires were finally obtained.SPSS26.0 and AMOS24.0 were used to process the data,so as to study consumer stickness in the context of e-commerce live streaming.We sum up that streamer trust and self-product fit can positively influence on emotional attachment,and emotional attachment positively infulence consumer stickiness.In addition,consumer inertia positively moderats the influence between streamer trust,self-product fit and emotional attachment.At present,the research of e-commerce live streaming most focus on participation behavior and purchasing behavior.Consumer stickness hasn't been studied enough in e-commerce live streaming.Therefore,this article selects the consumer stickness which underscores the major affact of emotional attachment.The study which is from three aspects to explore its mechanism of action not only offers a way for the research of stickness and commentary on the theory.,but also offers the reference for the next study on e-commerce live streaming.At the same time,this paper provides feasible significance for relevant parties of e-commerce live streaming according to the results.