Staying tuned: What keeps consumers engaged in live streaming commerce?

Drawing on the ABC attitude theory, this study investigates the factors influencing users' attitude, guanxi, and continuous watching intention in the context of live streaming commerce. We adopted a quantitative approach to collect data from 396 participants in China using an online survey. The results of partial least squares structural equation modelling analysis revealed that engagement, perceived professionalism, perceived entertainment, and perceived discount significantly enhance users' affective and cognitive attitudes. In turn, affective and cognitive attitudes were found to positively impact users' guanxi with streamers and continuous watching intention. Finally, guanxi demonstrated a positive effect on the intention to continue watching. These findings highlight the dual role of emotional and rational evaluations in shaping consumer behaviour in live streaming commerce, emphasising the importance of relational dynamics in sustaining user engagement. By offering insights into the unique mechanisms driving user behaviour in live streaming commerce, this research contributes to the growing literature on digital marketing. It also offers practical implications for marketing managers, streamers, and brands to optimise live streaming strategies, enhance viewer engagement, and foster long-term relationships with consumers.