This study applies parasocial relationship theory to identify the role of broadcaster characteristics in the highly interactive business setting of live streaming commerce.
A total of 401 online questionnaires were distributed to individuals with live streaming showroom shopping experience, and SmartPLS software was used to analyse the data and test the hypotheses.
Broadcasters' characteristics are positively associated with viewers' parasocial relationships, thus further enhancing viewers' attitudinal and behavioural loyalty towards that broadcaster's streams. Parasocial relationships mediate the effects of most broadcaster characteristics (except for expertise) on attitudinal and behavioural loyalty. In addition, parasocial relationships have a stronger positive effect on viewer behaviours for hedonic products and under high match-up.
The broadcaster is a key indicator of the success of live streaming commerce. This study establishes a well-organized framework to understand how broadcaster characteristics influence viewer loyalty towards that broadcasters' streams based on parasocial relationship theory.
