Walking a Fine Line: Customer Participation in Live Streaming Reminder

Abstract

Reminder messages play a vital role in customer relationship management. Previous e-mails and short messages have received a lot of attention. However, it is not clear how the reminder message in the academic live streaming affects customer participation. In this paper, we explore the influence mechanism of reminder messages in the live streaming platform based on logistic regression and hidden Markov model (HMM). The analysis results suggest that the reminder message has positive effects on participation while "technostress" causes the inverted U-shaped effect between the reminder frequency and customer participation. In addition, compared with working hours, the reminder message has a greater impact on participation when the corresponding live streaming is during after-work hours. The impact of reminder message wears off as the customer’s usage level of the platform increases. This study not only contributes to customer relationship management, but also has practical significance for academic live streaming platforms.