The Effect of The Relationship Between Streamer and Viewer on the Viewer's Buying Behavior
DOI :
https://doi.org/10.5281/zenodo.20800559Mots-clés :
Twitch, Streaming, Buying Behavior, Influencer MarketingRésumé
This study investigates the factors influencing purchase intention on live streaming platforms, focusing on parasocial interaction, streamer communication style, entertainment, participation, personal identification, and product interest. Through linear regression analysis and mediation analysis, the research reveals that parasocial interaction fosters trust and purchase intention, with product interest and personal identification serving as key mediators.
Empathetic communication styles, engaging entertainment, and active participation significantly enhance consumer engagement and loyalty. The findings underscore the interplay of psychological, social, and technological factors in shaping purchase behaviors in digital environments.
Practical implications highlight the need for businesses to leverage transparent communication, interactive content, and emotionally resonant strategies to optimize consumer experiences and outcomes. While the study is limited to Twitch and Kick viewers, future research could explore diverse demographics and longitudinal trends to expand its scope and applicability.
This research offers a robust framework for understanding and enhancing consumer engagement on live streaming platforms, providing actionable insights for businesses navigating the digital commerce landscape.
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