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What is Interactivity about?

This study examines how interactivity influences customer engagement behavior over time through tie strength on live streaming commerce platforms. The researchers developed a text mining method to quantify constructs using 3,500,445 online review texts. Preliminary findings show that interactivity has a curvilinear relationship with customer engagement behavior, and tie strength plays an intermediary role. Tenure of membership and popularity of broadcasters were also found to moderate the relationship betwe

Author

faillertue

Language

EN