The role of streamer and live streaming characteristics in driving customer value and engagement

Purpose This study investigates how socio-technical system theory explains customer engagement behavior (CEB) in the context of e-commerce live streaming. By analyzing the effects of streamer characteristics (social aspects) and live streaming characteristics (technical aspects), the study explores their independent contributions to hedonic and utilitarian value, which subsequently drive diverse dimensions of CEB. Design/methodology/approach A survey-based quantitative approach was adopted, collecting data from 682 respondents with prior e-commerce live streaming experience. Structural equation modeling (SEM) was used to analyze the relationships between streamer characteristics (e.g. passion, humor, expertise and warmth), live streaming characteristics (e.g. interactivity and personalization), customer value (hedonic and utilitarian) and CEB dimensions (augmenting, co-developing, influencing and mobilizing). Findings The results demonstrate that streamer and live streaming characteristics significantly shape hedonic and utilitarian value. Hedonic value strongly influences emotionally driven behaviors such as augmenting, co-developing and influencing, while utilitarian value drives goal-oriented actions like providing feedback and sharing reliable information. The findings highlight the importance of integrating social and technical elements to create engaging and practical customer experiences. Originality/value This study extends socio-technical system theory to e-commerce live streaming by elucidating how specific social and technical dimensions shape customer value and engagement. It provides a holistic framework for understanding value-driven engagement behaviors in digital commerce ecosystems.