Abstract

This research leverages social support theory to examine how informational and emotional support affect customer engagement in live streaming commerce (LSC), emphasizing the mediation effect of perceived value. Specifically, this study explores how these types of support influence perceptions of symbolic, utilitarian, and hedonic value. The study establishes its conceptual framework by analyzing 762 valid surveys from Chinese LSC consumers using SPSS and SmartPLS. Findings reveal that customer engagement is influenced by customers’ perceptions of symbolic, utilitarian, and hedonic value in LSC, with social support significantly impacting perceived value. Notably, hedonic value is critical in LSC, mediating the interaction between customer engagement and both types of social support. These insights offer strategic guidance for sector professionals, highlighting the importance of fostering social support to enhance user engagement. The study also underscores the need for platforms and brands to focus on creating engaging and value-driven content to build a loyal customer base. By understanding the intricate dynamics of social support and perceived value, businesses can better navigate the evolving landscape of LSC.