The Impact of Green Innovation in Social Media Live on Customer Loyalty Based on Tiktok Platform in Sichuan of China

Green innovation has become a key path for live-streaming platforms to achieve sustainable development.This study takes TikTok users in Sichuan Province as the research object, collects 400 valid data samples through a questionnaire survey, and conducts quantitative analysis using SPSS, AMOS, and PROCESS tools to explore the influence mechanism of green innovation in social media live-streaming on customer loyalty.The results show that: Green innovation has a direct positive impact on customer loyalty (=0.63,p<0.001); perceived value and social identity respectively play a partial mediating role in the relationship between the two, with the proportions of indirect effect to total effect being 23.4% and 28.4% in turn; green atmosphere significantly strengthens the positive effects of green innovation on perceived value (=0.173,p<0.001) and social identity (=0.172,p<0.001); the incentive mechanism effectively enhances the impacts of perceived value (=0.196,p<0.001) and social identity (=0.213,p<0.001) on customer loyalty.The structural equation model shows a good fit (CMIN/DF=1.070,RMSEA=0.038,CFI=0.943).This study enriches the existing theoretical system of research and practical guidance, and facilitates the green and high-quality development of the live-streaming industry.