When more is less: information overload and fatigue in live streaming commerce

Purpose Live streaming commerce (LSC) has grown rapidly, yet research has mainly emphasized benefits while overlooking the negative sides, such as overload and fatigue. Given that user retention is critical, this study aims to apply the stressor-strain-outcome (SSO) model to explore how LSC features (information complexity, time pressure, visibility, interactivity and synchronicity) trigger information overload, leading to fatigue and eventually driving discontinuance intention toward LSC platforms. Design/methodology/approach Survey data from 414 Chinese LSC users were analyzed using partial least squares structural equation modeling (SmartPLS 4.0.1.3). Findings Information complexity, time pressure, visibility and interactivity significantly increase information overload, while synchronicity shows no direct effect. Information overload induces fatigue, which subsequently drives discontinuance intention, underscoring the challenges of sustaining user engagement and ensuring the long-term success of LSC platforms. Originality/value This study fills a research gap by focusing on the negative aspects of LSC, particularly the role of information overload in shaping user discontinuance intention. Unlike previous studies that emphasize consumer engagement and purchase behavior, this research highlights the “dark sides” of LSC. By addressing a critical yet underexplored issue, this study provides theoretical contributions to LSC and stress research while offering practical insights for platform operators and sellers to mitigate user fatigue and enhance retention.