Live streaming e-commerce: the relationship of interactivity and co-experience on consumer engagement

Purpose This study aims to determine the antecedents of consumer engagement in live-streaming e-commerce using the stimulus–organism–response framework. The relationship between interactivity and co-experience (stimulus), consumer trust (organism) and consumer engagement (response) was examined. Design/methodology/approach A questionnaire was distributed via social media, email and messenger platforms, resulting in 262 valid responses. The collected data were then analyzed using structural equation modeling. Findings The study demonstrates that consumer trust significantly affects consumer engagement in live-streaming e-commerce. Consumer trust is significantly influenced by interactivity, namely, active control. Co-experience aspects affecting trust are participation and cognitive communion. An element of interactivity (two-way communication) and two of co-experience (synchronicity and resonant contagion) do not show a noteworthy positive correlation with consumer trust. Research limitations/implications This study uses a cross-sectional survey, focusing on the recommended factors from several previous studies, and is limited to live streaming e-commerce. Practical implications New theoretical insights are highlighted, focusing on how communication dynamics between consumers and sellers foster trust, ultimately driving consumer engagement. From a practical perspective, managers should pay attention to creating interactive experiences and co-experiences within live-streaming e-commerce to build consumer trust. Originality/value This study examines aspects of the seller–buyer interaction affecting engagement during live streaming in e-commerce, revealing the role of co-experience and consumer trust.