• Asia Marketing Journal
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• v.24 no.2
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• pp.39-50
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• 2022

Live streaming has become one of the most important communication tools for influencers to synchronously interact with viewers. It is critical to understand the effect of the reciprocal and synchronously interactive relations built between influencers and viewers, so-called trans-parasocial relations, in the context of live streaming. In this study, we investigate how trans-parasocial relations impact viewers' stickiness and purchase intention on live streaming platforms. Furthermore, we investigate fanship as a mediating factor in the relationship between trans-parasocial relations and viewers' behaviors. Overall, the results reveal significant direct and indirect effects of trans-parasocial relations on viewers' stickiness and purchase intention. Higher trans-parasocial relations further lead to stronger viewers' fanship toward influencers and increases their willingness to stay longer or make purchases on live streaming platforms. These findings further the understanding of influencer-viewer relations and viewers' behavior on live streaming platforms and provide valuable insights into influencer marketing and live streaming.

• International journal of advanced smart convergence
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• v.11 no.1
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• pp.76-86
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• 2022

The purpose of this study is to provide insights into live streaming consumer purchase intention by drawing on congruence between consumer and influencer factors and live shopping contents factors during the spread of COVID-19. We surveyed 348 individuals who have watched Fresh Hema's live streaming. SPSS and AMOS were used for data analysis. We determined that only actual congruity between influencer and consumer significantly influenced the consumer social experience. On the other hand, both the informativeness and entertainment value of live shopping contents positively impacted the consumer social experience. Additionally, social experience was significantly related to consumer co-experience and purchase intention. Moreover, the significant mediation effect of social experience was found amongst congruence between consumer and influencers, live shopping contents, co-experience, and purchase intention.

• Journal of the Korea Society of Computer and Information
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• v.27 no.4
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• pp.169-181
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• 2022

Currently, due to the activation of SNS live broadcasting, online services based on influencer live broadcasting are becoming a major consumption trend around the world. This study aims to verify the relationship between service quality, customer satisfaction, product characteristics, and acceptance intention for influencer broadcasting based on nfluencer broadcasting experiences in an Internet environment. This study conducted a survey of users who experienced live broadcasting on social media in Taiwan from June 29 to August 30, 2020, and a total of 253 copies were used for empirical analysis. The collected data were analyzed through SPSS 25.0. The results of the empirical analysis are summarized as follows. First, it was found that the service quality factors (reliability, tangibility, responsiveness, certainty, and empathy) of Taiwan's influencer live broadcast had a significant effect on live broadcast satisfaction. Second, it was found that the product characteristics of Taiwan's influencer live broadcasting had a significant effect on product satisfaction. Third, it was found that live broadcasting satisfaction and product satisfaction had a significant effect on the acceptance intention of new brands in Taiwan's influencer live broadcasting. This study will provide useful data for establishing efficient marketing strategies to improve live and product satisfaction and increase acceptance of new brands by identifying service quality factors and product characteristics of Taiwan's influencer Live Broadcasting.

• The Journal of Information Systems
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• v.32 no.1
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• pp.23-51
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• 2023

Purpose: Live commerce is a new type of electronic commerce in combination with live streaming services. It is expected to increase virtual presence in the context of online shopping by overcoming a lack of social interactions between sellers and buyers which have been raised as a limitation in electronic commerce. Drawing on the studies of communication media, this study examines how live commerce contributes to the increase of virtual presence which consists of telepresence and social presence. Telepresence refers to a buyer's perception that he or she is present at the physical shopping mall during live shopping streaming whereas social presence refers to a buyer's perception of social interaction with a seller which is human warm, social, sensitive, and personal. In this study, we verify key determinants of virtual presence and its consequences. More specifically, this study proposes virtual presence contributes to the increase of buyers' trust in products and further purchase intentions. Furthermore, we verify influential factors of virtual presence from the technical and influencer perspectives of live commerce. Design/methodology/approach: To test the proposed hypotheses, the partial least squares (PLS) analysis is conducted with a total of 250 data collected on users with experience in the TaoBao live streaming shopping platform. Findings: The results show that first, telepresence and social presence are increased by visibility, media richness and attractiveness in the context of live shopping streaming. Second, buyers' trust in product trust and purchase intentions are positively influenced by telepresence and social presence. Finally, buyers' trust in product has a direct, positve effect on their purchase intentions. Overall, the findings offer new insights into the studies of electronic commerce by introducting the concepts of virtual presence and media richness from the literature of communication media in the field of live commerce.