Supported or Pressured? How Customer-to-Customer Interaction Quality Shapes Customer Value Co-Creation Behavior in Live Streaming Commerce

This study examines how customer-to-customer interaction quality shapes customer value co-creation behavior in live streaming commerce through perceived co-viewer community support and normative community pressure, contingent on co-viewer group identification. Two-wave, time-lagged data from 386 Chinese beauty live streaming customers were analyzed using PLS-SEM. Customer-to-customer interaction quality was positively associated with community support and value co-creation behavior and negatively associated with normative pressure. Community support was positively associated with co-creation, whereas normative pressure was negatively associated with it, producing two significant partial mediation pathways. Co-viewer group identification positively predicted co-creation and strengthened both first-stage pathways. Platforms, brands, and streamers should foster useful, responsive, and respectful peer interaction while protecting voluntary participation. The study reveals complementary resource-empowerment and autonomy-preservation mechanisms and identifies group identification as a boundary condition shaping both pathways.