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Assessing the influence of consumer engagement on purchase intention in live streaming commerce
Author(s)
Date Issued
2025
ISBN
9789887104704
Citation
In Law, M. (Ed.). (2025). E-business unplugged: Enhancing interactive online experiences with live streaming and social media (pp. 10-23). Hong Kong: Hong Kong Shue Yan University; Dr. Francis Cheung Business Analytics Research Centre.
Type
Book Chapter
Abstract
This study examines four streamer characteristics for enhancing online consumer engagement and purchase intention. This work recruited 453 respondents of online live streaming consumers in Hong Kong to illustrate that parasocial interaction is fully mediated by engagement whereas creativity has a partial mediation effect of engagement to purchase intention. The research demonstrates the significant impact of two important streamer characteristics, namely parasocial interaction and creativity, and their influence on viewer engagement, which subsequently drives purchase intention. Drawing on signalling theory , each streamer characteristic is found to convey relevant signals to consumers. The findings highlight the critical role of streamers in the success of live e-commerce. Marketers should review their live e-commerce strategies and adopt improved approaches to select and cooperate with streamers. The study underscores that live e-commerce success hinges on streamers' ability to masterfully blend creativity, communication, and customer engagement. This multifaceted approach, rather than a narrow focus on hard selling, will drive enhanced purchase intention and conversion among live stream viewers.
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