The effect of hotel livestreaming on viewers’ purchase intention: Exploring the role of parasocial interaction and emotional engagement

Live streaming allows streamers and viewers to watch, create, and share videos in real time on topics from gaming, shopping, and social channels to tourism and entertainment. It is distinct from earlier forms of social media in that it allows for real‐time interaction and is extremely synchronous. That makes live streaming an important new area of enquiry. Yet live streaming platforms, streamers, and scholars lack an informed structure from which to build more holistic understanding and strategy. Following the theory–context–characteristics–methodology framework, we undertake a framework‐based systematic literature review of 89 articles to source, review, and synthesize disparate findings in the arena of live streaming and live streaming commerce users' motivation and interactions. A dual stimulus–organism–response integrative framework is developed to further explore the characteristics of interaction and motivation factors. A future research agenda highlights areas of research focus that are critical next steps for scholars.

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“…e.g., Chen, Zhao, and Wang (2022); Chen, Zhang, et al (2022); Fei et al (2021); Tong et al (2022); Shen et al (2022); Lv et al (2022)…”

Section: General Overviewmentioning

confidence: 99%

The commercial impact of live streaming: A systematic literature review and future research agenda

Kapitan

Phillips

2023

Int J Consumer Studies

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“…Their primary emphasis was on the following five perspectives: (1) Considering the streamer attributes, scholars have adopted different dimensions to categorize streamer characteristics and explored the mechanisms of influence on consumer behavior ( Guo et al, 2022 ; Rungruangjit, 2022 ; Xu et al, 2022 ; Yang et al, 2023 ; Zheng et al, 2023 ). (2) From a consumer viewpoint, some scholars have examined how consumer-streamer resonance impacts parasocial interaction, engagement, and subsequently, purchase intentions (e.g., Shen et al, 2022 ). (3) From the perspective of the product, studies have explored the effects of anchor-, live content-, Danmaku content-, and self-product fit on consumers’ purchase intentions by reducing different types of product uncertainty ( Park and Lin, 2020 ; Chen et al, 2023 ).…”

Section: Introductionmentioning

confidence: 99%

“…(5) From the perspective of the media and technological attributes, studies have explored how media characteristics of the live streaming platform, such as perceived interaction control, human-message interaction and perceived invasiveness influence consumer attitudes and purchase intentions (e.g., Bawack et al, 2023 ). Draw from literature review, it can be found that the studies on consumer behavior in live streaming e-commerce predominantly focuses on consumers’ purchase intentions (e.g., Clement et al, 2021 ; Shen et al, 2022 ; Zheng et al, 2022 ; Vazquez et al, 2023 ), reflecting short-term, transactional behavior responses. These studies are centered on how live e-commerce platforms can facilitate immediate sales and market conversions.…”

Section: Introductionmentioning

confidence: 99%

The effects of live streamer’s expertise and entertainment on the viewers’ purchase and follow intentions

Jiang,

Lee,

2024

Front. Psychol.

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This study explores the impact of two characteristics of streamers—expertise and entertainment—on viewers’ purchase intention and follow intention in live-streaming e-commerce, with a specific focus on viewers’ trust and flow experience as two mediators and viewers’ optimal stimulation level as a moderator. We implemented a methodological approach where participants were randomly directed to enter a live broadcast room and watch a 10-min live session before engaging in a structured questionnaire. 399 valid questionnaires were collected from the participants. These 399 valid questionnaires were subsequently utilized to validate the research model using structural equation modeling (SEM). The results suggest that streamer expertise and entertainment enhance viewers’ trust and flow experience, which then leads to an increase in their intention to make a purchase and continue following the streamer. Furthermore, the viewers’ optimal stimulation level acts as a moderator in the connections between streamer characteristics and viewers’ trust and flow experience, suggesting that individual differences among consumers affect how they respond to streamer characteristics. From the dual perspectives of the streamer and the viewer, this study provides a more comprehensive theoretical perspective on customer behavior in live streaming commerce by not only focusing on consumers’ short-term, transactional behavior inclinations but also long-term, relational behavior intentions.

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“…Especially after the COVID‐19 pandemic, technology‐enabled travel experiences are creating value together with supporting travelers at all stages before, during and after the trip (Buhalis, 2020). For example, livestreaming (Li et al, 2022; Shang et al, 2022; Shen et al, 2022), Virtual tours (Yang et al, 2023), Metaverse (Go & Kang, 2023; Dwivedi et al, 2022; Buhalis et al, 2023), etc. TikTok ranks among the most distinguished technology‐enabled travel platforms, offering a range of unique features setting it apart from other social media platforms.…”

Section: Introductionmentioning

confidence: 99%

Short video marketing in tourism: Telepresence, celebrity attachment, and travel intention

Zhu,

Fong,

et al. 2023

Journal of Tourism Research

Self Cite

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Drawn upon Telepresence theory, this study aims to identify the relationships between existential authenticity, celebrity attachment, telepresence, and travel intention in the short video experience. Survey results show that existential authenticity fosters user attachment to celebrity and then travel intention, but has no impact on telepresence which is also not related to travel intention; Furthermore, celebrity attachment enhances travel intention. Although existential authenticity has no effect on telepresence, celebrity attachment mediates the relationship between existential authenticity and telepresence. This study offers insights to both scholars and practitioners, informing strategies for enhancing destination competitiveness through TikTok marketing campaigns.

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The effect of hotel livestreaming on viewers’ purchase intention: Exploring the role of parasocial interaction and emotional engagement

Cited by 52 publications

References 106 publications

The commercial impact of live streaming: A systematic literature review and future research agenda

The commercial impact of live streaming: A systematic literature review and future research agenda

The effects of live streamer’s expertise and entertainment on the viewers’ purchase and follow intentions

Short video marketing in tourism: Telepresence, celebrity attachment, and travel intention

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