|
|
|
| Research on the Attachment Effect of Atmospheric Clues in E-Commerce Live Streaming Room Based on “Task-Social” Perspective |
| PAN Mengshi，SUN Minggui |
| Donghua University, Shanghai, China |
|
|
|
|
Abstract Based on the framework of“task-social”atmospheric cues, fuzzy-set qualitative comparative analysis (fsQCA) method was utilized to examine the configuration effects of task cues (informational cues, emotional cues and anchor task roles) and social cues (danmaku activeness, social crowding and anchor social connections) on live streaming room attachment (live streaming room identity, live streaming room dependence), aiming to explore the new direction for the sustainable development of e-commerce live streaming. This study found that there were 9 equivalent paths triggering live streaming room dependence which could be divided into 3 configurations, including emotion-driven in a hot selling atmosphere, information-emotion dual-driven in interactive atmosphere, and information-emotion dual-driven under the guidance of the anchors, as well as 1 path and 1 configuration (all-cue concurrently-driven) triggering live streaming room identity. Besides, there were substitution relationships among task cues, social cues, and both of them.
|
|
Received: 17 April 2023
|
|
|
|
|
|
|
