Customer Engagement on Live Streaming: Findings from Java Island Yudha Dwi Nugraha- Mohsin Shaikh- Annisa Nadiyah Rahmani- Khumairah
Faculty of Economics and Business, Universitas Islam Bandung, Bandung, Indonesia
School of Management, Dr. Vishwanath Karad MIT World Peace University, Pune, India
Abstract
Based on Socio-Technical Approach, this study aims to investigate the direct impact of interaction on emotional attachment, synchronicity on platform attachment, notification, visit duration and platform attachment on visit duration, and visit duration on customer engagement. This study offers valuable insights regarding customer engagement of TikTok Shop users in Java Island. An online survey of 111 users was used to collect the data. SEM Amos was applied to assess the five hypotheses. The results indicate that interaction has a positive and significant relationship with emotional attachment. However, this study concluded that synchronicity was found to have no significant relationship with platform attachment. Furthermore, emotional attachment was found to have a positive and significant relationship with visit duration. Platform attachments are also found to have a positive and significant relationship with visit duration. Finally, visit duration has a positive and significant effect on customer engagement. This study contributes to the customer engagement and marketing literature by increasing the use of the Socia-Technical Approach in determining the factors influencing customer engagement on TikTok Shop.
