Creating immersive and parasocial live shopping experience for viewers: the role of streamers' interactional communication style

PurposeLive streaming commerce has grown rapidly in recent years. Although the way streamers communicate with viewers is the key to influencing users' purchase behaviors, little is known about the influence of streamers' communication style on purchase intention. Drawing on parasocial inte...

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Bibliographic Details
Published in:Journal of research in interactive marketing 2023-01, Vol.17 (1), p.140-155
Main Authors: Liao, Junyun, Chen, Keyi, Qi, Jun, Li, Ji, Yu, Irina Y.
Format: Article
Language:English
Subjects:
Audiences
Commerce
Communication
Consciousness
Consumer behavior
Consumers
Electronic commerce
Empirical equations
Flow theory
Multivariate statistical analysis
Orientation effects
Purchase intention
Salespeople
Shopping
Social networks
Streaming media
Submerging
Technology Acceptance Model
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