Engaging the Margins: A Mixed‐Methods Study of Consumer Co‐Creation Activities in Ethnic Minority Live‐Streaming Commerce

ABSTRACT The Sustainable Development Goals (SDGs) highlight the need to include minority and marginalised groups to ensure they are not left behind in the global effort toward sustainable development. Ethnic minority group (EMG) live‐streaming commerce creates new economic opportunities for marginalised communities. This study investigates key factors driving consumer co‐creation activities in live‐streaming commerce among ethnic minority groups (EMGs). Adopting an explanatory sequential mixed‐methods design, Study 1 surveyed 367 EMG live‐streaming consumers using PLS‐SEM and combined importance–performance map analysis (cIPMA). Results show that cultural attributes (cultural distance and cultural uniqueness) positively influence xenophilia, while technical attributes (vicarious expression and synchronicity), alongside xenophilia, enhance mental imagery. Both mental imagery and xenophilia foster psychological ownership, which drives consumer co‐creation activities. Cultural attributes influence co‐creation activities through a serial mediation of xenophilia, mental imagery and psychological ownership. Mental imagery mediates the link between xenophilia and psychological ownership. Technical attributes enhance mental imagery, with effects moderated by optimal stimulation level. Cosmopolitanism moderates the relationship between cultural attributes and xenophilia. Study 2, which is based on semi‐structured interviews, deepens understanding of how these mechanisms operate in EMG live‐streaming and identifies further influencing factors. Theoretically, this research extends narrative transportation theory by integrating cultural and technical drivers into a motivational pathway leading to active consumer co‐creation behaviours. Managerially, the findings provide practical guidance for EMG streamers, brands and entrepreneurs to develop culturally rich and engaging live‐streaming strategies.