What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions

The year 2021 is one of the most significant years for live streaming commerce, since numerous sectors and businesses have begun to sell their items in the form of live broadcast influence. Especially in China, Taobao live streaming often promotes an event by inviting internet celebrities to cooperate with brands to broadcast the products. For many brands, that is a very successful technique for increasing conversion rates. Researchers have lately grown interested in investigating the factors influencing the purchase decisions of Chinese consumers in the context of Taobao live streaming commerce with online celebrities. The present study is the first to theoretically combine three primarily literature-based disciplines, including source credibility, match-up hypothesis, and parasocial relationship theory, into a unified framework to bridge the research gaps. In this study, the quantitative method was employed through the use of partial least square structural equation modeling (PLS-SEM). The SmartPLS 3.0 software was applied to examine the proposed model. The data were obtained from 454 Chinese consumers who have ever purchased a cosmetic product from a famous internet celebrity on Taobao live streaming. The results indicated that the positive impact of a celebrity endorsers' perceived expertise was the powerful antecedent that affected purchase intentions, while celebrity endorsers' perceived attractiveness and trustworthiness had no significant effect. A good match-up between celebrity and product can improve the celebrity endorsers' perceived attractiveness, trustworthiness, and expertise. Moreover, it was found that the celebrity endorsers' perceived expertise acted as a mediator of the relationship between celebrity-product congruence and purchase intentions. Finally, the findings showed that parasocial relationships have vital mediating effects on increasing purchase intentions.