Conclusions and implications
| Conclusion | Theoretical and managerial implications |
|---|---|
| This study reveals that information complexity, visibility, time pressure and interactivity significantly increase information overload in live streaming commerce, while synchronicity has no effect | This study highlights the unintended consequences of live streaming commerce, such as fatigue and information overload, offering a more comprehensive perspective. Findings suggest that more interaction is not always beneficial. Streamers should adopt structured session designs with clear segments, key message highlights and gamification to sustain engagement while reducing fatigue |
| Based on SSO theory, results confirm that information overload functions as a stressor, leading to fatigue and, ultimately, discontinuance intention | Findings suggest that excessive engagement can harm user well-being by triggering cognitive strain. Therefore, platforms should offer flexible controls, such as customized viewing options and disabling live chat, allowing users to manage their experience and maintain focus. This research provides new insights into the dark sides of live streaming commerce |
| Conclusion | Theoretical and managerial implications |
|---|---|
| This study reveals that information complexity, visibility, time pressure and interactivity significantly increase information overload in live streaming commerce, while synchronicity has no effect | This study highlights the unintended consequences of live streaming commerce, such as fatigue and information overload, offering a more comprehensive perspective. Findings suggest that more interaction is not always beneficial. Streamers should adopt structured session designs with clear segments, key message highlights and gamification to sustain engagement while reducing fatigue |
| Based on | Findings suggest that excessive engagement can harm user well-being by triggering cognitive strain. Therefore, platforms should offer flexible controls, such as customized viewing options and disabling live chat, allowing users to manage their experience and maintain focus. This research provides new insights into the dark sides of live streaming commerce |
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