Can They Keep You Hooked? Impact of Streamers’ Social Capital on User Stickiness in E-Commerce Live Streaming

Amid the rapid growth of social media and live streaming platforms, streamers, who serve as a crucial link between products and users, have garnered significant attention from both academia and industry. This study explores the impact of the streamer’s social capital (S) on user stickiness (R), as well as the mediating roles of perceived value and flow experience (O) in light of the Stimuli-Organism-Response (SOR) framework and social capital theory. A total of 322 valid samples were analyzed through Structural Equation Modeling (SEM) and Fuzzy-set Qualitative Comparative Analysis (fsQCA). The results from the SEM indicate that the structural capital, cognitive capital, and relational capital of streamers in e-commerce live streaming significantly influence users’ perceived value, while structural capital and relational capital substantially impact users’ flow experience. Furthermore, both perceived value and flow experience are found to have a significant effect on user stickiness, with chained mediating effects observed between perceived value and flow experience. The fsQCA results further identify three configurational paths influencing user stickiness: the perceived value-oriented path, the flow experience-oriented path, and a hybrid path. This study offers valuable insights and practical implications for e-commerce merchants and companies involved in live streaming activities.