Creating immersive and parasocial live shopping experience for viewers: the role of streamers' interactional communication style

Purpose Live streaming commerce has grown rapidly in recent years. Although the way streamers communicate with viewers is the key to influencing users' purchase behaviors, little is known about the influence of streamers' communication style on purchase intention. Drawing on parasocial interaction theory and flow theory, this study examines the influence of streamers' interaction orientation on viewers' immersion and parasocial interactions, and its effect on viewers' purchase intentions. The moderating effect of streamers' expertise and attractiveness is also examined. Design/methodology/approach The authors conducted an empirical study using a structural equation modeling approach based on 407 responses to a questionnaire completed by live streaming audiences. Findings Results indicate that streamers' interaction orientation has a positive effect on viewers' immersion and parasocial interactions, in turn positively affecting viewers' willingness to purchase. Streamers' expertise positively moderates the effect of their interaction orientation on viewers' immersion and parasocial interactions. Originality/value This research is among the first to explore the effect of streamers' communication style and provides a framework for how their communication style affects viewers' purchase intention by enhancing immersion and parasocial interaction in live streaming commerce.