Actualizing Social Affordances in Live Streaming: 
The Role of Real-Time Interaction in Building Community Commitment

Xinjie Bong; Aleksandra Margushina

doi:doi:10.11648/j.ijefm.20261402.15

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Actualizing Social Affordances in Live Streaming: The Role of Real-Time Interaction in Building Community Commitment

Xinjie Bong

, Aleksandra Margushina^*

Published in International Journal of Economics, Finance and Management Sciences (Volume 14, Issue 2)

Received: 23 March 2026 Accepted: 8 April 2026 Published: 21 April 2026

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Abstract

This study investigates how real-time interaction in live streaming environments drives users’ community commitment from a social affordance perspective. Drawing on Social Exchange Theory and the affordance perspective, a structural model is developed to explain how real-time interactivity facilitates parasocial interaction, promotes vicarious learning and knowledge adoption, and generates perceived benefits that ultimately lead to community commitment. Using survey data collected from 451 users of the Douyin platform and analyzed through structural equation modeling, the results provide empirical support for the proposed relationships. The findings indicate that real-time interactivity significantly enhances parasocial interaction between users and streamers, which in turn promotes both vicarious learning and knowledge adoption. These cognitive processes further generate perceived benefits, specifically hedonic benefit and self-esteem benefit, both of which positively influence users’ community commitment. Notably, self-esteem benefit shows a relatively stronger effect than hedonic benefit, indicating its greater importance in predicting sustained user engagement in live streaming communities. This study contributes to the literature by clarifying the mechanism through which social affordances are actualized in live streaming contexts and by integrating emotional and cognitive pathways to explain user commitment. It also extends prior research by positioning parasocial interaction as a key mediating mechanism linking interactive features and user outcomes. From a practical perspective, the findings provide insights for platform designers and content creators on how to enhance interactive features and develop engagement strategies that foster long-term community participation.

Published in	International Journal of Economics, Finance and Management Sciences (Volume 14, Issue 2)
DOI	10.11648/j.ijefm.20261402.15
Page(s)	161-172
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2026. Published by Science Publishing Group

Keywords

Live Streaming, Social Affordances, Real-time Interaction, Parasocial Interaction, Community Commitment

References

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APA Style

Bong, X., Margushina, A. (2026). Actualizing Social Affordances in Live Streaming: The Role of Real-Time Interaction in Building Community Commitment. International Journal of Economics, Finance and Management Sciences, 14(2), 161-172. https://doi.org/10.11648/j.ijefm.20261402.15

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ACS Style

Bong, X.; Margushina, A. Actualizing Social Affordances in Live Streaming: The Role of Real-Time Interaction in Building Community Commitment. Int. J. Econ. Finance Manag. Sci. 2026, 14(2), 161-172. doi: 10.11648/j.ijefm.20261402.15

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AMA Style

Bong X, Margushina A. Actualizing Social Affordances in Live Streaming: The Role of Real-Time Interaction in Building Community Commitment. Int J Econ Finance Manag Sci. 2026;14(2):161-172. doi: 10.11648/j.ijefm.20261402.15

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@article{10.11648/j.ijefm.20261402.15,
  author = {Xinjie Bong and Aleksandra Margushina},
  title = {Actualizing Social Affordances in Live Streaming: 
The Role of Real-Time Interaction in Building Community Commitment},
  journal = {International Journal of Economics, Finance and Management Sciences},
  volume = {14},
  number = {2},
  pages = {161-172},
  doi = {10.11648/j.ijefm.20261402.15},
  url = {https://doi.org/10.11648/j.ijefm.20261402.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijefm.20261402.15},
  abstract = {This study investigates how real-time interaction in live streaming environments drives users’ community commitment from a social affordance perspective. Drawing on Social Exchange Theory and the affordance perspective, a structural model is developed to explain how real-time interactivity facilitates parasocial interaction, promotes vicarious learning and knowledge adoption, and generates perceived benefits that ultimately lead to community commitment. Using survey data collected from 451 users of the Douyin platform and analyzed through structural equation modeling, the results provide empirical support for the proposed relationships. The findings indicate that real-time interactivity significantly enhances parasocial interaction between users and streamers, which in turn promotes both vicarious learning and knowledge adoption. These cognitive processes further generate perceived benefits, specifically hedonic benefit and self-esteem benefit, both of which positively influence users’ community commitment. Notably, self-esteem benefit shows a relatively stronger effect than hedonic benefit, indicating its greater importance in predicting sustained user engagement in live streaming communities. This study contributes to the literature by clarifying the mechanism through which social affordances are actualized in live streaming contexts and by integrating emotional and cognitive pathways to explain user commitment. It also extends prior research by positioning parasocial interaction as a key mediating mechanism linking interactive features and user outcomes. From a practical perspective, the findings provide insights for platform designers and content creators on how to enhance interactive features and develop engagement strategies that foster long-term community participation.},
 year = {2026}
}

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TY  - JOUR
T1  - Actualizing Social Affordances in Live Streaming: 
The Role of Real-Time Interaction in Building Community Commitment
AU  - Xinjie Bong
AU  - Aleksandra Margushina
Y1  - 2026/04/21
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DO  - 10.11648/j.ijefm.20261402.15
T2  - International Journal of Economics, Finance and Management Sciences
JF  - International Journal of Economics, Finance and Management Sciences
JO  - International Journal of Economics, Finance and Management Sciences
SP  - 161
EP  - 172
PB  - Science Publishing Group
SN  - 2326-9561
UR  - https://doi.org/10.11648/j.ijefm.20261402.15
AB  - This study investigates how real-time interaction in live streaming environments drives users’ community commitment from a social affordance perspective. Drawing on Social Exchange Theory and the affordance perspective, a structural model is developed to explain how real-time interactivity facilitates parasocial interaction, promotes vicarious learning and knowledge adoption, and generates perceived benefits that ultimately lead to community commitment. Using survey data collected from 451 users of the Douyin platform and analyzed through structural equation modeling, the results provide empirical support for the proposed relationships. The findings indicate that real-time interactivity significantly enhances parasocial interaction between users and streamers, which in turn promotes both vicarious learning and knowledge adoption. These cognitive processes further generate perceived benefits, specifically hedonic benefit and self-esteem benefit, both of which positively influence users’ community commitment. Notably, self-esteem benefit shows a relatively stronger effect than hedonic benefit, indicating its greater importance in predicting sustained user engagement in live streaming communities. This study contributes to the literature by clarifying the mechanism through which social affordances are actualized in live streaming contexts and by integrating emotional and cognitive pathways to explain user commitment. It also extends prior research by positioning parasocial interaction as a key mediating mechanism linking interactive features and user outcomes. From a practical perspective, the findings provide insights for platform designers and content creators on how to enhance interactive features and develop engagement strategies that foster long-term community participation.
VL  - 14
IS  - 2
ER  -

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Author Information

Xinjie Bong

School of Management and E-business, Zhejiang Gongshang University, Hangzhou, China

Contact Email

http://orcid.org/0009-0005-5987-1008
Aleksandra Margushina

School of Management and E-business, Zhejiang Gongshang University, Hangzhou, China

Contact Email

http://orcid.org/0009-0006-7188-5653

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APA Style

Bong, X., Margushina, A. (2026). Actualizing Social Affordances in Live Streaming: The Role of Real-Time Interaction in Building Community Commitment. International Journal of Economics, Finance and Management Sciences, 14(2), 161-172. https://doi.org/10.11648/j.ijefm.20261402.15

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ACS Style

Bong, X.; Margushina, A. Actualizing Social Affordances in Live Streaming: The Role of Real-Time Interaction in Building Community Commitment. Int. J. Econ. Finance Manag. Sci. 2026, 14(2), 161-172. doi: 10.11648/j.ijefm.20261402.15

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AMA Style

Bong X, Margushina A. Actualizing Social Affordances in Live Streaming: The Role of Real-Time Interaction in Building Community Commitment. Int J Econ Finance Manag Sci. 2026;14(2):161-172. doi: 10.11648/j.ijefm.20261402.15

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@article{10.11648/j.ijefm.20261402.15,
  author = {Xinjie Bong and Aleksandra Margushina},
  title = {Actualizing Social Affordances in Live Streaming: 
The Role of Real-Time Interaction in Building Community Commitment},
  journal = {International Journal of Economics, Finance and Management Sciences},
  volume = {14},
  number = {2},
  pages = {161-172},
  doi = {10.11648/j.ijefm.20261402.15},
  url = {https://doi.org/10.11648/j.ijefm.20261402.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijefm.20261402.15},
  abstract = {This study investigates how real-time interaction in live streaming environments drives users’ community commitment from a social affordance perspective. Drawing on Social Exchange Theory and the affordance perspective, a structural model is developed to explain how real-time interactivity facilitates parasocial interaction, promotes vicarious learning and knowledge adoption, and generates perceived benefits that ultimately lead to community commitment. Using survey data collected from 451 users of the Douyin platform and analyzed through structural equation modeling, the results provide empirical support for the proposed relationships. The findings indicate that real-time interactivity significantly enhances parasocial interaction between users and streamers, which in turn promotes both vicarious learning and knowledge adoption. These cognitive processes further generate perceived benefits, specifically hedonic benefit and self-esteem benefit, both of which positively influence users’ community commitment. Notably, self-esteem benefit shows a relatively stronger effect than hedonic benefit, indicating its greater importance in predicting sustained user engagement in live streaming communities. This study contributes to the literature by clarifying the mechanism through which social affordances are actualized in live streaming contexts and by integrating emotional and cognitive pathways to explain user commitment. It also extends prior research by positioning parasocial interaction as a key mediating mechanism linking interactive features and user outcomes. From a practical perspective, the findings provide insights for platform designers and content creators on how to enhance interactive features and develop engagement strategies that foster long-term community participation.},
 year = {2026}
}

Copy | Download

TY  - JOUR
T1  - Actualizing Social Affordances in Live Streaming: 
The Role of Real-Time Interaction in Building Community Commitment
AU  - Xinjie Bong
AU  - Aleksandra Margushina
Y1  - 2026/04/21
PY  - 2026
N1  - https://doi.org/10.11648/j.ijefm.20261402.15
DO  - 10.11648/j.ijefm.20261402.15
T2  - International Journal of Economics, Finance and Management Sciences
JF  - International Journal of Economics, Finance and Management Sciences
JO  - International Journal of Economics, Finance and Management Sciences
SP  - 161
EP  - 172
PB  - Science Publishing Group
SN  - 2326-9561
UR  - https://doi.org/10.11648/j.ijefm.20261402.15
AB  - This study investigates how real-time interaction in live streaming environments drives users’ community commitment from a social affordance perspective. Drawing on Social Exchange Theory and the affordance perspective, a structural model is developed to explain how real-time interactivity facilitates parasocial interaction, promotes vicarious learning and knowledge adoption, and generates perceived benefits that ultimately lead to community commitment. Using survey data collected from 451 users of the Douyin platform and analyzed through structural equation modeling, the results provide empirical support for the proposed relationships. The findings indicate that real-time interactivity significantly enhances parasocial interaction between users and streamers, which in turn promotes both vicarious learning and knowledge adoption. These cognitive processes further generate perceived benefits, specifically hedonic benefit and self-esteem benefit, both of which positively influence users’ community commitment. Notably, self-esteem benefit shows a relatively stronger effect than hedonic benefit, indicating its greater importance in predicting sustained user engagement in live streaming communities. This study contributes to the literature by clarifying the mechanism through which social affordances are actualized in live streaming contexts and by integrating emotional and cognitive pathways to explain user commitment. It also extends prior research by positioning parasocial interaction as a key mediating mechanism linking interactive features and user outcomes. From a practical perspective, the findings provide insights for platform designers and content creators on how to enhance interactive features and develop engagement strategies that foster long-term community participation.
VL  - 14
IS  - 2
ER  -

Copy | Download