How can live streamers enhance viewer engagement in eCommerce streaming?

Gloria H.W. Liu, Mengdi Sun, Neil C.A. Lee*

*Corresponding author for this work

Research output: Chapter in Book or Report/Conference proceedingConference Proceedingpeer-review

17 Citations (Scopus)

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.

Original languageEnglish
Title of host publicationProceedings of the 54th Annual Hawaii International Conference on System Sciences, HICSS 2021
EditorsTung X. Bui
PublisherIEEE Computer Society
Pages3079-3089
Number of pages11
ISBN (Electronic)9780998133140
Publication statusPublished - 2021
Event54th Annual Hawaii International Conference on System Sciences, HICSS 2021 - Virtual, Online
Duration: 4 Jan 20218 Jan 2021

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
Volume2020-January
ISSN (Print)1530-1605

Conference

Conference54th Annual Hawaii International Conference on System Sciences, HICSS 2021
CityVirtual, Online
Period4/01/218/01/21

Keywords

  • Attitudinal similarity
  • Authenticity
  • Customer response capability
  • Intimacy
  • Live stream shopping
  • Online engagement

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