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

Liao, Junyun; Chen, Keyi; Jun, Qi; Ji, Li; Yu, Irina Y.

doi:10.1108/jrim-04-2021-0114

Cited by 74 publications

(62 citation statements)

References 64 publications

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“…Previous research has highlighted the role of celebrity engagement in customer engagement (Wang and Hu, 2021; Wang, 2021), firms’ brand value (Knoll and Matthes, 2017; Zimand Sheiner et al , 2021) and sales performance (Chen et al , 2021; Liao et al , 2022). Amos et al (2008) found celebrities’ trustworthiness, expertise and attractiveness as three most important factors affecting customer purchase intention, brand attitude and ad attitude.…”

Section: Literature Reviewmentioning

confidence: 99%

Understanding the role of influencers on live streaming platforms: when tipping makes the difference

Zhou

Jin²,

Wu³

et al. 2022

EJM

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Purpose This study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and moderating mechanisms. Design/methodology/approach Quasi-experiment and difference-in-differences models are used for data analysis. Propensity score matching is used to address potential unobservable endogeneity. Findings Real-time live streaming data reveal that LSIs’ participation significantly improves tipping frequency in live streaming rooms. Also, more users are attracted to the live streaming rooms and more users become active in participation. Additionally, the positive impact of LSIs’ participation is enhanced in the live streaming rooms with a greater number of relationship links between users. Research limitations/implications The findings clarify the new role of influencers and reveal the mechanisms on how LSIs benefit the platforms. Practical implications The findings offer novel insights into implementing influencer marketing to interactive social media platforms, by encouraging influencer participation, user relationship building and influencer network growth. Originality/value This study highlights the value of LSIs for interactive social media platforms in terms of organic growth, revenue generation and cost reduction.

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Section: Literature Reviewmentioning

confidence: 99%

Understanding the role of influencers on live streaming platforms: when tipping makes the difference

Zhou

Jin²,

Wu³

et al. 2022

EJM

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“… Chang et al (2011) found that the characteristics of the retail environment influence impulse buying through consumers’ positive emotional responses. Interactivity and entertainment atmospheres, such as anchors’ interaction orientation, will have a positive effect on viewers’ immersion ( Liao et al, 2022 ), causing people to lose track of time, disregard their surroundings, and experience intense pleasure and arousal ( Van Noort et al, 2012 ). Hence, consumers are readily affected by the persuasion of anchors, leading to more impulsive buying behavior.…”

Section: Theoretical Development and Hypothesesmentioning

confidence: 99%

Understanding Chinese Consumers’ Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency

et al. 2022

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We built a livestreaming impulsive buying model based on stimulus-organism-response (SOR) theory, and we explored the impact of atmospheric cues (ACELS) and sales promotion (SPELS) on impulsive buying (IBI) based on emotions (EOC) and Zhong Yong tendency (ZYT) of online consumers. Combined with holistic orientation, perspective integration, and harmony maintenance, ZYT is a cognitive process involving individual events. We gathered 478 samples using a questionnaire to test the proposed research model. The empirical findings show that as the stimuli in the livestreaming environment, ACELS and SPELS during livestreaming greatly boost EOC while significantly constraining consumers’ ZYT. Among online consumers, positive EOC promotes IBI, whereas ZYT dampens it. In addition, EOC and ZYT mediate the relationship between stimulus factors and response factors in parallel, resulting in four model mediation paths. By incorporating the SOR model, this study provides theoretical underpinnings for the role of cognitive processing in impulsive purchases, as well as useful guidance for e-commerce platforms and streamers to effectively understand Chinese consumers’ purchase behavior, which benefits the development of effective promotion strategies and the creation of powerful marketing tools.

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“…According to the Table 4, majority of the articles employed multidimensional flow in their framework. Only five articles (Article 2, 4, 21, 22, and 24) applied unidimensional flow in their research (Baker et al, 2019;Herrando et al, 2017;Huang, 2016;Liao et al, 2022;Xie et al, 2020). The article number listed in Table 4 was referenced to the publication title in Appendix A1.…”

Section: Dimensions Of Flowmentioning

confidence: 99%

A Systematic Review of Studies on Flow Experience From 2010-2022. Insights and Directions for Future Research

Chong*¹,

Ng²,

Basha³

2023

NBR

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Purpose: This paper presents a systematic literature review on flow experience to identify the theoretical underpinnings, outcomes, antecedents, and empirical dimensions of the phenomenon used in social commerce empirical models. Research Design/ Methodology: The PRISMA approach was used to identify relevant articles published between 2010 to 2022 March in the Web of Science database. Twenty-nine (29) articles were found to fulfill the selection criteria and were included in the present review. Results/ Findings: Notably, a review of the selected articles found that 1) Stimulus-Organism-Response (SOR) model was the most popularly used underpinning theory; 2) Social commerce intention, adoption, and continuance were used quite evenly as the outcome of flow experience; 4) interactivity was the most applied antecedent of flow experience; and 4) the majority of the articles (24 out of 29) employed a multidimensional measure of flow experience with enjoyment, immersion, absorption, concentration, and time distortion being the most applied dimensions. Originality: Unlike prior review studies on flow experience, the focus of the present study was on the social commerce context. Contributing to flow and social commerce literature, the study systematically reports how flow experience is conceptualized and applied in the social commerce context with special attention to underpinning theories, outcomes, antecedents, and dimensionality. By highlighting the ways to apply flow experience in the apps, the review provides specific useful insights to researchers and practitioners.

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

Cited by 74 publications

References 64 publications

Understanding the role of influencers on live streaming platforms: when tipping makes the difference

Understanding the role of influencers on live streaming platforms: when tipping makes the difference

Understanding Chinese Consumers’ Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency

A Systematic Review of Studies on Flow Experience From 2010-2022. Insights and Directions for Future Research

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