@inproceedings{dee8741c0afc4df7a851e9ca8b0cfe1c,
title = "How can live streamers enhance viewer engagement in eCommerce streaming?",
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.",
keywords = "Attitudinal similarity, Authenticity, Customer response capability, Intimacy, Live stream shopping, Online engagement",
author = "Liu, {Gloria H.W.} and Mengdi Sun and Lee, {Neil C.A.}",
note = "Publisher Copyright: {\textcopyright} 2021 IEEE Computer Society. All rights reserved.; 54th Annual Hawaii International Conference on System Sciences, HICSS 2021 ; Conference date: 04-01-2021 Through 08-01-2021",
year = "2021",
language = "English",
series = "Proceedings of the Annual Hawaii International Conference on System Sciences",
publisher = "IEEE Computer Society",
pages = "3079--3089",
editor = "Bui, {Tung X.}",
booktitle = "Proceedings of the 54th Annual Hawaii International Conference on System Sciences, HICSS 2021",
}