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

Junyun Liao (Research Institute on Brand Innovation and Development of Guangzhou, School of Management, Jinan University, Guangzhou, China)
Keyi Chen (Research Institute on Brand Innovation and Development of Guangzhou, School of Management, Jinan University, Guangzhou, China)
Jun Qi (School of Management, Jinan University, Guangzhou, China)
Ji Li (SILC Business School, Shanghai University, Shanghai, China) (School of Management, Shandong University, Jinan, China)
Irina Y. Yu (Rita Tong Liu School of Business and Hospitality Management, Caritas Institute of Higher Education, Hong Kong, China)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 31 March 2022

Issue publication date: 25 January 2023

5479

Abstract

Purpose

Live 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 interaction theory and flow theory, this study examines the influence of streamers' interaction orientation on viewers' immersion and parasocial interactions, and its effect on viewers' purchase intentions. The moderating effect of streamers' expertise and attractiveness is also examined.

Design/methodology/approach

The authors conducted an empirical study using a structural equation modeling approach based on 407 responses to a questionnaire completed by live streaming audiences.

Findings

Results indicate that streamers' interaction orientation has a positive effect on viewers' immersion and parasocial interactions, in turn positively affecting viewers' willingness to purchase. Streamers' expertise positively moderates the effect of their interaction orientation on viewers' immersion and parasocial interactions.

Originality/value

This research is among the first to explore the effect of streamers' communication style and provides a framework for how their communication style affects viewers' purchase intention by enhancing immersion and parasocial interaction in live streaming commerce.

Keywords

Acknowledgements

The authors gratefully acknowledge financial support from the National Natural Science Foundation of China (NSFC) (71802097). This project is also partially supported by Jinan University Management School Funding Program (GY21013), Institute for Enterprise Development, Jinan University, Guangdong Province (2021MYZD04, 2021MYZD03 and 2020CP03), Philosophy and Social Sciences Planning Program of Guangzhou (2021GZYB05) and Research Institute on Brand Innovation and Development of Guangzhou (2021CS05).

Citation

Liao, J., Chen, K., Qi, J., Li, J. and Yu, I.Y. (2023), "Creating immersive and parasocial live shopping experience for viewers: the role of streamers' interactional communication style", Journal of Research in Interactive Marketing, Vol. 17 No. 1, pp. 140-155. https://doi.org/10.1108/JRIM-04-2021-0114

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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