Unveiling the Influence of Streamer Characteristics and Consumer Experiences on Purchase Intention in Live Commerce
Abstract:
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.
Bio:
Fangfang Hou is currently an assistant professor at Department of Intelligent Operations and Marketing, International Business School Suzhou, Xi’an Jiaotong-Liverpool University. Her research interests include social media, digital innovation, and FinTech. She has published articles in journals including Information Systems Journal (ISJ), Production Planning Control (PPC), Internet Research (IntR), Information Technology People (ITP), and Industrial Management Data Systems (IMDS). She serves as the Editorial Board Member for IMDS and IntR. Moreover, she plays a significant role in organizing conferences for the Association for Information Systems (AIS), serving as a track chair, associate editor, session chair, or discussant.