Influencing factors and driving paths of user stickiness under live-streaming assistance to agriculture: a configurational analysis utilising the TOE framework

The spread of internet technology has sparked considerable attention towards live streaming, which holds the capacity to markedly boost agricultural product sales and, consequently, invigorate the development of rural economies. User stickiness, denoting the extent of consumer engagement with live-streaming platforms, is a crucial element in driving the inclination to purchase. The stimuli present within live-streaming environments are known to shape user stickiness; however, the specific dynamics governing this influence remain to be fully elucidated. Based on the technology-organisation-environment framework, explore cues from different actors: live-streaming platform, hosts, and consumers, to construct a configurational effect model of technological affordance, emotional labour, quasi-social interaction, flow experience, and the formation of user stickiness. We analyse a sample of 350 questionnaires using fsQCA. It is determined that user stickiness arises from the interplay of various elements, with the interactive conduct between hosts and audience members exerting a more significant influence on user stickiness.