From Viewers to Buyers: Drivers of Customer Engagement in E-Commerce Livestreaming

This study investigates the drivers of customer engagement in e-commerce livestreaming, examining the roles of livestreamer attributes and of community support. With data from 532 Chinese livestreaming customers, we examine the effects of livestreamer credibility and attractiveness, together with informational and emotional support from the community, on customer engagement. Findings reveal that livestreamer credibility is the only positive driver of customer engagement. Emotional support from the community reduces engagement. Livestreamer attractiveness and credibility enhance emotional and informational support within the community, respectively, but neither type of support positively influences customer engagement. These results challenge assumptions about the uniformly beneficial nature of community interactions and underscore the pivotal role of livestreamer credibility in driving engagement. The study contributes to theoretical frameworks on customer engagement and on source credibility models offering actionable insights for e-commerce livestreaming platforms.