A Live Shopping Experience Study of Consumer Immersion and Parasocial Relationships as a Function of the Creator's Interactive Communication Style : TikTok Live Shopping Consumers in the China and the U.S.

• 발행기관: 한국경영인학회
• 저자명: Ji Su Kim Ji Eun Kim
• 간행물 정보: 『경영 인사이트 리뷰』제2권 제1호, 42~60쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

In the current research, we conducted a study on purchase intention in live streaming shopping by empirically analyzing the influence of the interactive communication style of real live commerce streamers on viewers' immersion and parasocial relationships. We analyzed how the interactive communication style of streamers affects consumers' psychological processes (immersion and parasocial relationships), Furthermore, we examined whether the streamer's expertise and attractiveness can moderate the effect of communication style on consumer immersion and parasocial relationships. For the purpose of the study, an online survey was conducted among TikTok users in China and the United States. A total of 400 respondents (200 Chinese and 200 Americans) were collected to conduct structural equation modeling (SEM). The results of the analysis showed that the streamer's interactive communication style has a positive effect on immersion and purchase intention, and that the mediating effect is through immersion and parasocial relationships. In particular, in the U.S. consumers, we found that a streamer's expertise had a stronger impact on consumer immersion. In China, both expertise and attractiveness had a relatively limited impact, showing a clear difference in preferences between the two countries. This study highlights the differences in the impact of streamer communication style on consumers' purchase intention in live commerce providing valuable insights for global marketing strategies. As both a theoretical and practical contribution, the study encourages global companies to develop tailored live commerce strategies that reflect the unique characteristics of each market.

목차

I. Introduction

II. Theoretical Background

III. Hypothesis Development & Research Model

IV. Research Methods

V. Analysis Results

VI. Results

VII. Conclusion

References

키워드

Live Streaming Commerce Communication Style Immersion Theory Parasocial Relationship Professionalism