Proceedings of the 1st International Conference on Artificial Intelligence, Communication, IoT, Data Engineering and Security, IACIDS 2023, 23-25 November 2023, Lavasa, Pune, India

Research Article

The Impact of Live streamers’ Characteristics on Female Consumers’ Purchasing Behavior in the Southeast Asian E-Commerce Market

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  • @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
Lifen Jiang1,*, Piang-or Loahavilai1, Piyachat Udomwong1
  • 1: International College of Digital Innovation, Chiangmai University, Chiang Mai, Thailand
*Contact email: jiang_lif@cmu.ac.th

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.