Exploring the Factors Driving Live Streaming Shopping Intention: A Perspective of Parasocial Interaction

@article{Ko2020ExploringTF,
  title={Exploring the Factors Driving Live Streaming Shopping Intention: A Perspective of Parasocial Interaction},
  author={Hsiu-Chia Ko and Zhe-Yu Chen},
  journal={Proceedings of the 2020 International Conference on Management of e-Commerce and e-Government},
  year={2020}
}
  • Hsiu-Chia Ko, Zhe-Yu Chen
  • Published 2020
  • Psychology
  • Proceedings of the 2020 International Conference on Management of e-Commerce and e-Government
Recently, live streaming has been becoming a new service provided by social commerce platforms, enabling small sellers to sell products online. Compared with traditional electronic commerce, the immediately interpersonal interaction is a vital feature of live streaming shopping. Based on Parasocial Interaction (PSI) Theory, this study aimed to empirically explore the influence of interpersonal interaction factors on viewers' PSI perception towards streamers. The relationship between viewers… Expand
1 Citations

Figures and Tables from this paper

Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology
  • Qiwei Pang, Haiyang Meng, Mingjie Fang, Jingjing Xing, Jinge Yao
  • Medicine
  • Frontiers in Public Health
  • 2021
TLDR
The results showed that perceived susceptibility, perceived severity, perceived benefits, and perceived obstacles had a significant impact on consumer trust, which had a direct impact on behavioral intention and an indirect impact on Behavioral intention via attitude. Expand

References

SHOWING 1-10 OF 36 REFERENCES
The role of live streaming in building consumer trust and engagement with social commerce sellers
Abstract Live streaming services (e.g., Facebook Live), whereby video is broadcast in real time, have been adopted by many small individual sellers as a direct selling tool. Drawing on literature inExpand
Exploring consumers' impulse buying behavior on social commerce platform: The role of parasocial interaction
TLDR
Results indicate that PSI exerts an impact on impulse buying tendency, the social-relevant features of the SCP determine PSI, and perceived usefulness and PSI both significantly affect perceived enjoyment. Expand
Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction
As brands solidify their place in social media environments, consumers' expectations have amplified, thus spurring the development of technologies to assist with the engagement process. UnderstandingExpand
Enhancing the flow experience of consumers in China through interpersonal interaction in social commerce
TLDR
The results indicate that interpersonal interaction factors positively relate to flow experience and subsequently influence purchase intention and also find differences between young and old users in this area. Expand
Utilitarian and Hedonic Motivations for Live Streaming Shopping
TLDR
This paper conceptualizes live streaming shopping as a type of online shopping that incorporates real-time social interaction, and examines the relationships between hedonic and utilitarian motivations and shopping intention. Expand
Enhancing the parasocial interaction relationship between consumers through similarity effects in the context of social commerce
Abstract With the combination of social media and e-commerce, consumers usually gather all kind of available information for making their final purchase decisions online. From the perspective ofExpand
What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences
TLDR
A model to investigate the effects of technological features of social commerce on customers' virtual experiences and subsequently their participation intention indicates that social commerce intention is determined by social support, social presence and flow experiences. Expand
How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment
TLDR
This work examines whether television viewers' backchannel communication during a mega-sporting event has a positive effect on their sports channel loyalty and proposes three levels of social TV engagement, functional, emotional, and communal. Expand
Social motivations of live-streaming viewer engagement on Twitch
TLDR
An eight-factor socio-motivational model, based on Uses and Gratifications Theory, was trialled to explain four aspects of live-stream viewer engagement: social interaction, sense of community, meeting new people, entertainment, information seeking, and a lack of external support in real life. Expand
Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions
Abstract Nowadays social network influencers play an important role in marketing by introducing products to their audience. In this article, we investigate the persuasion cues related to beauty andExpand
...
1
2
3
4
...