The Influence of Social Support on Customer Engagement in Live Streaming Commerce: The Mediating Role of Perceived Value
The Influence of Social Support on Customer Engagement in Live Streaming Commerce: The Mediating Role of Perceived Value

Summary/Abstract: This research leverages social supporttheory to examine how informational and emotionalsupport affect customer engagement in live streamingcommerce (LSC), emphasizing the mediation effect ofperceived value. Specifically, this study explores howthese types of support influence perceptions ofsymbolic, utilitarian, and hedonic value. The studyestablishes its conceptual framework by analyzing 762valid surveys from Chinese LSC consumers using SPSSand SmartPLS. Findings reveal that customerengagement is influenced by customers' perceptions ofsymbolic, utilitarian, and hedonic value in LSC, withsocial support significantly impacting perceived value.Notably, hedonic value is critical in LSC, mediating theinteraction between customer engagement and bothtypes of social support.

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