EXPLORE FACTORS AFFECT CONSUMER’S LOYALTY AND CONTINUOUS WATCHING INTENTION ON LIVE E-COMMERCE PLATFORM: FROM SOCIO-TECHNICAL PERSPECTIVE

Abstract

This research examines the interplay between social and technological factors that influence consumer loyalty and sustained viewing behaviour on live e-commerce platforms. Employing a systematic literature review (SLR) methodology aligned with the PRISMA protocol, the study consolidates findings from prior research to ascertain the principal elements driving consumer retention in the context of digital commerce. The review reveals that mechanisms fostering trust, the calibre of content, the perceived credibility of influencers, and the functional efficiency of platforms are pivotal in maintaining consumer engagement. Furthermore, social presence and interactive capabilities significantly enrich user experience, whereas technological ease of use underpins fluid transactions and enduring consumer loyalty. By integrating perspectives across various academic domains, the study advances the socio-technical discourse and provides a holistic perspective on consumer conduct within live e-commerce environments. The insights underscore the imperative for platforms to harmonise user engagement tactics with technological advancements to sustain a strategic edge. Future investigations should adopt empirical methodologies to substantiate theoretical constructs and navigate the evolving complexities surrounding consumer loyalty and participatory behaviours in rapidly transforming digital marketplaces.