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. The purpose of this paper is to develop a model between the e-commerce supply chain and user stickiness in the context of live streaming services on the basis of the SOR and flow theory models. Data were collected via a questionnaire and structural equation modeling via AMOS 26.0 software. The empirical results of 395 questionnaires indicate that product quality, brand endorsement, order efficiency, platform services, promotional discounts, and opinion leaders are significant, but that logistics quality is not related to the flow experience. Flow experience has a significant effect on purchase behavior, and purchase behavior has a positive effect on user stickiness. The results show that social responsibility significantly positively moderates the relationship between purchase behavior and user stickiness. The findings have important implications for the development of e-commerce and provide some additions to research in this area.