Connect, Engage and Co-Create: The Role of Social Interactivity, Support and Identification in Driving Value Co-Creation in Live-Commerce

Abstract Interactivity serves as a central element underpinning both live-commerce and value co-creation. An expanding number of studies have demonstrated their initiatives to validate the role of interactivity in live-commerce. However, there exists a void in current literature that translates interactivity to value co-creation behaviour. Addressing this gap, the study proposes a socially embedded process in which interactivity function as a primary driver of consumer-streamer value co-creation. Grounded in social support and social identification theory, the study provides a holistic model explaining how dual interactivity stimulates social support, which thereafter generates consumer-streamer identification, ultimately leading to value co-creation behaviour. Interestingly, the consumer involvement role couldn’t be established. As an additional analytical step, Importance–Performance Map Analysis (IPMA) was administrated on the data. In doing so, the current study helps strategic decision-makers to identify key performance indicators in the value co-creation mechanism and thus maintain a competitive edge within live-commerce.