Research on the Influence of Knowledge Marketing Characteristics on Consumer Stickiness in E-commerce Live Broadcasting: The Mediating Role of Flow Experience

This study builds the relationship model of knowledge marketing characteristics, flow experience, and consumer stickiness based on SOR theory and communication persuasion theory. The results of a survey and analysis using structural equation modeling indicate that anchor professionalism, knowledge relevance, knowledge interest, living atmosphere, empathetic atmosphere, and interactive atmosphere have a positive influence on the level of consumers' stickiness in live streaming. Flow experience serves as an intermediary element in the connection between anchor professionalism, knowledge relevance, knowledge interest, empathic atmosphere, interactive atmosphere, and customer stickiness. Product involvement enhances the effect of knowledge relevance on consumers' flow experience but diminishes the effect of knowledge interest on consumers' flow experience.