<p>Livestreaming has rapidly evolved from entertainment to service-oriented domains, yet little is known about how platform design features drive sustained user engagement in knowledge-intensive contexts. This study investigates continuous watching intention in Matrimonial Legal Counseling Livestreaming (MLCLS), a sensitive but growing form of digital service delivery. Building on IT affordance theory and parasocial interaction theory, we propose a socio-technical framework in which metavoicing, visibility, and social connecting affordances influence user retention through source credibility and parasocial interaction, with privacy concern as a boundary condition. Using an explanatory sequential mixed-methods design, this study analyzes survey data (N = 388) with PLS-SEM and enrich the findings with qualitative interviews (N = 6). Results reveal that affordances significantly enhance continuous watching by strengthening credibility and cognitive attachment, while privacy concerns reduce the positive effect of parasocial interaction. This research extends livestreaming studies beyond entertainment and commerce by positioning MLCLS as a digital knowledge marketplace. The findings advance marketing analytics by showing how user engagement in service-oriented livestreaming can be understood through measurable affordance variables, relational pathways, and privacy-sensitive segmentation. Practical implications guide platforms and service providers to design trustworthy and user-centered livestreaming environments that optimize retention, respect privacy, and support long-term customer relationships.</p>