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This is a Quantitative Study study.

September 19, 2025ManagementOpen Access

Assessing the Impact of Live-streaming Duration and Frequency on Customer Stickiness in E-Commerce Platforms

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Live-streaming frequency significantly influences customer stickiness, whereas duration has a lesser impact.
Frequent live-streaming sessions enhance perceived value, leading to increased customer loyalty and repeat purchases.
A structured online survey collected data from 500 Malaysian consumers for structural equation modeling analysis.
The findings reinforce the importance of interactive live-streaming for sustained customer engagement and retention.

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Quantitative analysis shows that frequent live-streaming enhances customer stickiness, implying a focus on perceived value.

Jiang Qiy (2025) studied this question.

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