Impact of the e-commerce supply chain on user stickiness in the context of live streaming services

As Internet media technologies continue to evolve, live streaming services have become increasingly influential in social life. Drawing on the SOR and flow theory models, this study developed a model linking the e-commerce supply chain to user stickiness in the context of live streaming services. Data were collected via a questionnaire, and structural equation modeling was performed via AMOS 26.0 software. The empirical results from 395 questionnaires indicate that product quality, brand awareness, order efficiency, platform services, promotional discounts, and opinion leaders are significant for the flow experience, while logistics quality is not related to the flow experience. Flow experience has a significant effect on purchasing behavior, and purchasing behavior has a positive effect on user stickiness. The results show that social responsibility significantly positively moderates the relationship between purchasing behavior and user stickiness. The findings have important implications for the development of e-commerce and enrich existing research in this field.