The Influence of E-commerce User Stickiness on Consumer Willingness: Take Douyin E-commerce Live Streaming as an Example

Zhoudong Yang

doi:10.47297/wspciWSP2516-252744.20250906

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The Influence of E-commerce User Stickiness on Consumer Willingness: Take Douyin E-commerce Live Streaming as an Example

9卷第6期

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The Influence of E-commerce User Stickiness on Consumer Willingness: Take Douyin E-commerce Live Streaming as an Example
The Influence of E-commerce User Stickiness on Consumer Willingness: Take Douyin E-commerce Live Streaming as an Example
Ningbo Binhai International cooperative school, Ningbo, Zhejiang, 315192, China
2025年9卷第6期页码：202-205
纸质出版：2025-12-30
DOI：10.47297/wspciWSP2516-252744.20250906
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Zhoudong Yang. (2025). The Influence of E-commerce User Stickiness on Consumer Willingness: Take Douyin E-commerce Live Streaming as an Example. 创意与创新（英文版）, 9(6), 202-205.

Yang Zhoudong.The Influence of E-commerce User Stickiness on Consumer Willingness: Take Douyin E-commerce Live Streaming as an Example[J].Creativity and Innovation,2025,09(06):202-205.
Zhoudong Yang. (2025). The Influence of E-commerce User Stickiness on Consumer Willingness: Take Douyin E-commerce Live Streaming as an Example. 创意与创新（英文版）, 9(6), 202-205. DOI： 10.47297/wspciWSP2516-252744.20250906.

Yang Zhoudong.The Influence of E-commerce User Stickiness on Consumer Willingness: Take Douyin E-commerce Live Streaming as an Example[J].Creativity and Innovation,2025,09(06):202-205. DOI： 10.47297/wspciWSP2516-252744.20250906.

摘要

Abstract

With the rapid development of internet technology

online shopping has become increasingly convenient. E-commerce has become an important force driving economic growth. The scale of e-commerce in China continues to expand

and the topic of Douyin e-commerce is very popular. According to industry data

the scale of China's live-streaming e-commerce market exceeded 5 trillion yuan in 2024. Among them

Douyin e-commerce live-streaming

with its large user base and efficient content distribution capabilities

occupies an important market share. The Douyin platform has over 4 million live-streaming sessions per day

and users spend over 35 minutes watching live streams per day. The user behavior in the live-streaming scenario shows the characteristics of "high-frequency interaction and close emotional connection". This article will use a questionnaire survey to study the stickiness of e-commerce users and enhance consumers' consumption willingness.

关键词

Keywords

references

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