Can live streaming build lasting brand loyalty? A study of fashion consumer behavior

Live streaming commerce has emerged as a transformative retail format integrating entertainment, social interaction, and real-time purchasing, yet empirical understanding of how it influences sustained brand loyalty remains limited. This study addresses this gap by investigating sequential psychological mechanisms through which live streaming features drive brand loyalty in fashion retail. Drawing on Perceived Value Theory, Expectancy Value Theory, and Social Exchange Theory, we developed an integrated model examining relationships between attractiveness, interactivity, perception of live streaming, product perceived value, product liking, and loyalty. Survey data from 300 Indonesian fashion consumers—the largest market in Southeast Asia—were analyzed using structural equation modeling. Results demonstrate strong empirical support for all six hypotheses, revealing that interactivity (β = 0.480) and attractiveness (β = 0.376) shape streaming perceptions, which influence product perceived value (β = 0.735) and product liking through direct affective (β = 0.465) and indirect cognitive (β = 0.380) pathways, ultimately driving loyalty (β = 0.438). The model explained substantial variance in loyalty (67.4%). Critical insights emerge regarding interactivity’s superior importance over attractiveness, the remarkably strong perception-value linkage, dual pathways to affective attachment, and moderate loyalty conversion, suggesting streaming alone cannot sustain relationships without broader integration with comprehensive relationship management strategies.