Unveiling the Influence of Streamer Characteristics and Consumer Experiences on Purchase Intention in Live Commerce

科研成果详情

题名	Unveiling the Influence of Streamer Characteristics and Consumer Experiences on Purchase Intention in Live Commerce
作者	Qian，Yuning 1; Hou，Fangfang 1; Li，Boying 2; Guan，Zhengzhi 3; Ma，Teng 1
发表日期	2024
会议录名称	Proceedings of the International Conference on Electronic Business (ICEB)
ISSN	1683-0040
卷号	24
页码	551-565
摘要	The phenomenon of live commerce has witnessed a significant surge in popularity, prompting the need for a comprehensive understanding of the factors that motivate consumer purchase intention. This research aims to investigate the role of streamers and their impact on purchase intention through consumer experiences. Adopting a S-O-R framework, this study explores how streamer attributes, namely physical attractiveness, professionalism, and similarity, influence consumer purchase intention through the experiences of flow and parasocial relationship. The findings reveal that the physical attractiveness and similarity positively influence consumer purchase intention, mediated by both flow and parasocial relationship. However, professionalism does not have a direct impact on building parasocial relationship, but rather primarily affects purchase intention through the mechanism of flow.
关键词	flow Live commerce parasocial relationship purchase intention streamer characteristics
URL	查看来源
语种	英语English
Scopus入藏号	2-s2.0-85213392758
引用统计
文献类型	会议论文
条目标识符	https://repository.uic.edu.cn/handle/39GCC9TT/12969
专题	北师香港浸会大学
通讯作者	Hou，Fangfang
作者单位	1.Xi’an Jiaotong-Liverpool University,Suzhou,China 2.University of Nottingham Ningbo China,Ningbo,China 3.Beijing Normal University,Hong Kong Baptist University,United International College,Zhuhai,China
推荐引用方式 GB/T 7714	Qian，Yuning,Hou，Fangfang,Li，Boyinget al. Unveiling the Influence of Streamer Characteristics and Consumer Experiences on Purchase Intention in Live Commerce[C], 2024: 551-565.