The Impact of Real-Time Interactivity in Live Streaming E-Commerce on Consumer Brand Loyalty

DOI

10.2991/978-94-6239-801-6_115How to use a DOI?

Keywords

Live Streaming E-Commerce; Real-Time Interactivity; Consumer Brand Loyalty; Perceived Value; Psychological Distance

Abstract

The development of live e-commerce has turned digital retail into an interaction-driven relationship ecosystem. Although studies have shown that it has a certain impact on the purchase intention, the literature has the characteristics of fragmentation and short-sightedness, and has not systematically integrated the long-term psychological mechanism behind brand loyalty. It summarises domestic and international representative research on live interactivity, value co-creation, trust generation, brand loyalty, etc. Using the framework of stimulus, organism, response (SOR) and the theory of social interaction, the role of real-time interaction as the central stimulus affecting consumers’ internal cognition and emotional state is systematically explored. The comment believes that perceived value, trust, social support, reduced psychological distance, etc. are regarded as intermediary mechanisms that can link the interactive experience with the results of attitude and behavioural loyalty. More importantly, after such an analysis, it is found that psychological distance does not affect the transition of short-term participation into long-term relationship commitment. After integrating the previous research results, a conceptual sequence is proposed, in which instant interaction increases the value and reduces the distance, thus cultivating loyalty. The review also adds to the future trend of exploration, involving chain intermediary models, vertical impact and virtual streaming media driven by artificial intelligence technology. In general, this study strengthens the theoretical foundation of live broadcast and deepens people’s understanding of how digital interaction can cultivate lasting brand connections.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Maoze Sun
PY  - 2026
DA  - 2026/10/23
TI  - The Impact of Real-Time Interactivity in Live Streaming E-Commerce on Consumer Brand Loyalty
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1107
EP  - 1116
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_115
DO  - 10.2991/978-94-6239-801-6_115
ID  - Sun2026
ER  -