How Broadcasters’ Characteristics Affect Viewers’ Loyalty : The Role of Parasocial Relationships
As live streaming commerce has received increasing attention, more businesses have adopted it as a new marketing channel and employ broadcasters to promote their products/brands. When recommending products to consumers (viewers), broadcasters showcase various characteristics that may affect the effectiveness of live streaming commerce. However, little is known about how broadcasters’ characteristics influence viewers’ behaviours, especially loyalty behaviours. To fill this gap, this study applies parasocial relationship theory to identify the role of broadcasters’ characteristics in the highly interactive business setting of live streaming commerce. With an online survey of 401 consumers with shopping experience in a live streaming showroom, we use SmartPLS software to analyse the data and test the hypothesis. The results suggest that broadcasters’ characteristics, including trustworthiness, expertise, interaction, attractiveness, and uniqueness, are positively associated with viewers’ parasocial relationships, thus further enhancing viewers’ attitudinal and behavioural loyalty. Parasocial relationships mediate the effects of broadcasters’ characteristics and attitudinal and behavioural loyalty. Additionally, parasocial relationships have a stronger positive effect on viewers’ behaviours for hedonic products and high match-up. Theoretical and managerial implications for live streaming commerce are further provided
Year of publication: |
2022
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Authors: | Liu, Wei ; Wang, Zongshui ; Jian, Ling ; Sun, Zhuo ; Zhao, Hong |
Publisher: |
[S.l.] : SSRN |
Saved in:
freely available
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