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September 10, 2025International Journal of Consumer Studies

Stay With Me: Unveiling the Pathways to Consumer Loyalty in Live Streaming Commerce

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Authors

XBXiaohui BaiBaotou Teachers CollegeEAEugene Cheng‐Xi AwUniversity of MacauGTGarry Wei‐Han TanDiabetes UK

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Implication

Explanatory study reveals that processing fluency improves consumer loyalty, suggesting key moderating roles of self-disclosure and transportability.

Key Points

  • Processing fluency improves consumer loyalty in live streaming commerce, enhancing psychological needs satisfaction.
  • Survey data from 507 participants and qualitative interviews confirm factors influencing loyalty in this competitive market.
  • Explanatory sequential mixed-methods design reveals processing fluency's role in fostering immersion and loyalty.
  • Four configurations of causal conditions explaining loyalty were identified, highlighting the practical implications for businesses.

Cite This Study

Bai et al. (2025) studied this question.

synapsesocial.com/papers/68c193f19b7b07f3a0617eb2https://doi.org/10.1111/ijcs.70118
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Also Consider

Synapse has enriched 4 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The Role of Imagery in Information Processing: Review and Extensions1987 · 1,284 citations
  2. 2When the Medium Is the Message2012 · 94 citations
  3. 3Understanding Media Enjoyment: The Role of Transportation Into Narrative Worlds2004 · 1,241 citations
  4. 4From screen to cart: how influencers drive impulsive buying in livestreaming commerce?2023 · 38 citations