The Formation Mechanism of User Stickiness in Card-Unboxing Live Streaming Scenarios: A Perspective Based on Perceived Value and Flow Experience

DOI

10.2991/978-2-38476-609-3_31How to use a DOI?

Keywords

Card-Unboxing Live Streaming; User Stickiness; Perceived Value; Flow Experience; Interactivity

Abstract

With the development of live broadcast e-commerce, card splitting live broadcast has attracted widespread attention as an uncertain consumption mode characterized by random mechanism and instant interaction, but the formation mechanism of user stickiness still lacks systematic research. Based on the theoretical framework of stimulus-body-response (S-O-R), this paper takes the live broadcast scenario of card dismantling as the research object, constructs a model of user stickiness formation mechanism from the perspective of perceived value and flow experience, analyzes the action path of entertainment value, social value and information value on user stickiness, and tests the mediating effect and moderating effect of interaction of flow experience. The empirical analysis results based on questionnaire survey data show that all three dimensions of perceived value have a significant positive impact on user stickiness, and flow experience plays a key part of the mediating role between perceived value and user stickiness, and interactivity further strengthens the conversion effect of flow experience to user stickiness. The study finds that the user stickiness in the card opening live broadcast is not simply driven by the product result, but is shaped by immersive experience, emotional arousal and social interaction in the process of uncertain consumption. Based on these findings, this paper offers practical insights by highlighting the importance of optimizing content value and interaction mechanisms, as well as promoting rational consumption.

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  - Xinxin Zhang
PY  - 2026
DA  - 2026/09/04
TI  - The Formation Mechanism of User Stickiness in Card-Unboxing Live Streaming Scenarios: A Perspective Based on Perceived Value and Flow Experience
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 279
EP  - 289
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_31
DO  - 10.2991/978-2-38476-609-3_31
ID  - Zhang2026
ER  -