The Impact of Emotional Labor on User Stickiness in the Context of Livestreaming Service—Evidence From China

Frontiers in Psychology

article

Yunxia Shi¹  Chunhao Ma¹  Yuxin Zhu² 

[1] School of Management, Shandong Technology and Business University;School of Management, Huazhong University of Science and Technology

关键词: livestreaming service;    emotional labor;    user stickiness;    immersion theory;    regulatory focus theory;   

DOI  :  10.3389/fpsyg.2021.698510

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

Improving the user stickiness becomes increasingly valued, due to the severe user churn of livestreaming services. Previous studies pay much attention to the influencing factors of technology on user stickiness, ignoring the emotional factors. This study examined the impact of the emotional labor of network anchors (deep acting vs. surface acting) on user stickiness in the context of livestreaming service. We extended prior findings in three ways. The results of Study 1 (i.e., questionnaire method, 305 livestreaming users, and 56.4% females) demonstrated that the emotional labor of network anchor positively influenced user stickiness, and immersion experience plays a mediating role. The results of Study 2 (i.e., situational simulation method, 203 volunteers, and 54.09% females) demonstrated that the deep acting strategies of emotional labor had a stronger effect when compared with surface acting strategies. The results of Study 3 (i.e., situational simulation method, 235 volunteers, and 51.9% females) demonstrated that the effect of emotional labor on user stickiness was stronger for the users with prevention focus compared with promotion focus. Based on the perspective of emotional labor, this study extends the previous research on user stickiness and is valuable for guiding the practice of livestreaming services.

【 授权许可】

CC BY