How can live streamers enhance viewer engagement in eCommerce streaming?

Simple item page
dc.citation.volume2020-January
dc.contributor.authorLiu GHW
dc.contributor.authorSun M
dc.contributor.authorLee NCA
dc.contributor.editorBui TX
dc.coverage.spatialOnline
dc.date.accessioned2025-05-29T02:30:17Z
dc.date.available2025-05-29T02:30:17Z
dc.date.finish-date2021-01-08
dc.date.issued2021-01-05
dc.date.start-date2021-01-04
dc.description.abstracteCommerce 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.
dc.description.confidentialfalse
dc.description.place-of-publicationMaui, Hawaii
dc.format.pagination3079-3089
dc.identifier.citationLiu 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.
dc.identifier.eissn2572-6862
dc.identifier.elements-typeconference
dc.identifier.isbn978-0-9981331-4-0
dc.identifier.issn1530-1605
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/72971
dc.publisherHICCS
dc.publisher.urihttps://hdl.handle.net/10125/70989
dc.rights(c) 2021 The Author/s
dc.rightsCC BY-NC-ND 4.0
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.source.journalProceedings of the Annual Hawaii International Conference on System Sciences
dc.source.name-of-conference54th Annual Hawaii International Conference on System Sciences
dc.subjectLive stream shopping
dc.subjectintimacy
dc.subjectauthenticity
dc.subjectattitudinal similarity
dc.subjectcustomer response capability
dc.subjectonline engagement
dc.titleHow can live streamers enhance viewer engagement in eCommerce streaming?
dc.typeconference
pubs.elements-id459124
pubs.organisational-groupOther

Files

Original bundle

Now showing 1 - 1 of 1
Thumbnail Image
Name:
459124 PDF.pdf
Size:
524.38 KB
Format:
Adobe Portable Document Format
Description:
Published version.pdf
Download

License bundle

Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
9.22 KB
Format:
Plain Text
Description:
Download

Collections

Conference Papers