Abstract:

The current study aims to construct a model describing consumer behaviors of live-streaming e-commerce based on flow theory, on top of socio-technical system theory, as a part of the theoretical contribution to the extant literature, including examining the moderating function of consumer cognitive styles represented by innovativeness and compulsive buying tendency in shaping the relationship between the flow experience of consumers and loyalty. Using social media for frequent live-streaming e-commerce activities in China, this study collected data from 517 sampleswho are customers of the live-streaming e-commerce shopping platforms. Structural Equation Modeling (SEM) was used to analyze the collected data. The result discovers the loyalty and addiction base of compulsive buying, implying both planned and unplanned characteristics and rational versus impulsiveness in purchasing. Numerous insights that help deepen our understanding of customer behaviors in live-streaming e-commerce are offered by both theoretical and practical implications. On the theoretical aspect, the study supports the practical value and validity of flow and socio-technical systems theory for live-streaming e-commerce shopping applications, with social value as a significant predictor of flow and loyalty. 

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