The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms

作者：

Highlights：

• Interactivity has a nonlinear (inverted U-shaped) relationship with customer engagement.

• Tie strength plays a completely mediating role of interactivity and customer engagement.

• The various of customer ratings and tenure of memberships moderate the interactivity–tie strength relationship.

• A semantic keyword similarity method is applied to customer reviews.

摘要

•Interactivity has a nonlinear (inverted U-shaped) relationship with customer engagement.•Tie strength plays a completely mediating role of interactivity and customer engagement.•The various of customer ratings and tenure of memberships moderate the interactivity–tie strength relationship.•A semantic keyword similarity method is applied to customer reviews.

论文关键词：Live streaming commerce,Interactivity,Tie strength,Customer engagement behavior,Real-time online reviews,Text analytics

论文评审过程：Received 11 December 2019, Revised 13 September 2020, Accepted 18 September 2020, Available online 21 October 2020, Version of Record 10 December 2020.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102251