International Journal of Research Studies in Management
CollabWritive Special Issue
2025 Volume 13 Issue 2
Available Online: 25 March 2025
Author/s:
Gu, Jiawei
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (elaine.jw.gu@gmail.com)
Abstract:
The study explores the relationship between consumer psychological traits, live-streaming interactivity, and product display techniques to develop a virtual shopper retention framework for live streaming platforms in China. By examining these factors, the study contributes to a deeper understanding of the key elements that drive shopper retention in a dynamic and competitive digital marketplace. The descriptive design provides a solid foundation for exploring the complex relationships between consumer psychological traits, live-streaming interactivity, and product display techniques in the context of live streaming platforms. It allows for an in-depth analysis of the current state of these variables. The study employed a survey questionnaire as the data-gathering tool, which allowed for statistical analysis to identify significant relationships and trends, offering valuable insights into these variables. A sample of 409 respondents was selected for the study. The analysis revealed that consumer psychological traits, such as empathy, trust, and engagement, along with live-streaming interactivity factors like ease of navigation, chatroom participation, and reaction usage, significantly influence shopper retention. Furthermore, product display techniques, including the effectiveness of video demonstrations, visibility of user testimonials, and attractiveness of presentation style, were also found to play a crucial role. Due to the non-normal distribution of the data, as indicated by the Shapiro-Wilk Test (p-values < 0.05), Spearman’s rho was used to test the significant relationships among these variables. A significant relationship was found among consumer psychological traits, live-streaming interactivity, and product display techniques. By providing a comprehensive understanding of the factors influencing shopper retention on live streaming platforms in China, the study can contribute to the growth and competitiveness of the e-commerce sector and inform evidence-based strategies for virtual shopper retention.
Keywords: consumer psychological traits, live-streaming interactivity, product display techniques, virtual shopper retention, live-streaming platforms
DOI: https://doi.org/10.5861/ijrsm.2025.25031
Cite this article:
Gu, J. (2025). Consumer psychological traits, live-streaming interactivity, and product display techniques: Basis for virtual shopper retention framework for live streaming platforms. International Journal of Research Studies in Management, 13(2), 179-195. https://doi.org/10.5861/ijrsm.2025.25031