How can live streamers enhance viewer engagement in eCommerce streaming?
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Date
2021-01-05
DOI
Open Access Location
Journal Title
Journal ISSN
Volume Title
Publisher
HICCS
Rights
(c) 2021 The Author/s
CC BY-NC-ND 4.0
CC BY-NC-ND 4.0
Abstract
eCommerce live streaming has enabled new forms of customer engagement, where live streamers, viewers and platform owners engage each other in real time to hawk and trade goods and services. Central to live streaming sales are live streamers. It is therefore critical to discover techniques to maximize live streamers' engagement with viewers. Based on the intimacy theory, we propose the perceived intimacy live streamers created improves online engagement with viewers. Our survey results suggest streamers' authenticity, attitudinal similarity and customer response capability enhance intimacy perceived by online viewers, leading to viewers' online engagement. Contributions of our study are discussed.
Description
Keywords
Live stream shopping, intimacy, authenticity, attitudinal similarity, customer response capability, online engagement
Citation
Liu GHW, Sun M, Lee NCA. 2021-01-04 to 2021-01-08. How can live streamers enhance viewer engagement in eCommerce streaming?. 54th Annual Hawaii International Conference on System Sciences. Online.