Author(s)

BONG XIN JIE, Aleksandra Margushina

Corresponding Author

Aleksandra Margushina

Abstract

As a representative form of contemporary social behavior, live streaming has gained widespread popularity among consumers, serving not only as a shopping channel but also as a platform for social interaction and knowledge exchange. While previous studies have primarily focused on the impact of real-time interaction on consumer purchasing behavior, this study shifts the lens to explore its role in fostering community commitment. Drawing on social exchange theory and utilizing in-depth interviews, the study finds that real-time interactions between streamers and viewers — regarded as a form of social affordance — indirectly enhance consumers’ sense of belonging and commitment to the livestream community by enriching their knowledge, skills, and perceived value gained during the streaming experience.

Keywords

Ethnography analysis, Douyin, Live streaming, Social behavior, Community commitment