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

  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},
  • 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
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