Research Article
The Impact of Live streamers’ Characteristics on Female Consumers’ Purchasing Behavior in the Southeast Asian E-Commerce Market
@INPROCEEDINGS{10.4108/eai.23-11-2023.2343197, author={Lifen Jiang and Piang-or Loahavilai and Piyachat Udomwong}, title={The Impact of Live streamers’ Characteristics on Female Consumers’ Purchasing Behavior in the Southeast Asian E-Commerce Market}, proceedings={Proceedings of the 1st International Conference on Artificial Intelligence, Communication, IoT, Data Engineering and Security, IACIDS 2023, 23-25 November 2023, Lavasa, Pune, India}, publisher={EAI}, proceedings_a={IACIDS}, year={2024}, month={3}, keywords={livestream shopping live streamer's characteristics online marketing strategies para-social interaction (psi) theory perspective}, doi={10.4108/eai.23-11-2023.2343197} }- Lifen Jiang
Piang-or Loahavilai
Piyachat Udomwong
Year: 2024
The Impact of Live streamers’ Characteristics on Female Consumers’ Purchasing Behavior in the Southeast Asian E-Commerce Market
IACIDS
EAI
DOI: 10.4108/eai.23-11-2023.2343197
Abstract
The rise of technology has redefined consumer culture with novel corporate and social trends worthy of academic scrutiny. The study uses the para-social interaction (PSI) theory perspective to understand consumer behavioral intentions influenced by live streamers' characteristics. Additionally, the researcher adopts quantitative analysis and psychology research methods to test consumers' response/behavior to live streamers on Livestream shopping. Data is collected from 87 participants with the aim of acquiring an overview of commerce live streamers on the consumer purchase behaviour in women’s wear category. From the analysis, the results show that different live streamers' characteristics control customers' purchasing behavior. A strong positive correlation sensed between live streamers’ physical and social attractiveness and consumer purchase decisions across the sample population. The analysis records a restrained yet positive correlation between live streamers' professional ability and consumers' purchase decisions. The results restate trust in live streamers’ aids in chain-mediation mechanisms. Clients' interactions, especially in Livestream platforms, determine live streamers' characteristics on PSI. Nonetheless, its significance is felt across the entire chain of mediation. The study contributes to the demanding scope of literature on integrating live streaming tools in existing eCommerce infrastructure to influence consumers and contemporary consumerism culture.