PDF] How can live streamers enhance viewer engagement in eCommerce streaming?

The survey results suggest streamers’ authenticity, attitudinal similarity and customer response capability enhance intimacy perceived by online viewers, leading to viewers' online engagement. 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.

How Live Streaming Changes Shopping Decisions in E-commerce: A Study of Live Streaming Commerce

The future of retail: a guide to Live Video Shopping

Livestream Ecommerce: What We Can Learn from China

Esports Market Size, Share, Statistics

Live Selling for Retailers: Everything You Need to Know (2023)

How to Engage Maximum Audience During a Live Stream? An Ultimate Guide

PDF) Understanding Characteristics of Popular Streamers on Live Streaming Platforms: Evidence from Twitch.tv

The Power of Live Stream Commerce: A Case Study of How Live Stream Commerce Can Be Utilised in the Traditional British Retailing Sector - ScienceDirect

Enhancing consumer engagement in e-commerce live streaming via relational bonds

Frontiers Who Watches Live Streaming in China? Examining Viewers' Behaviors, Personality Traits, and Motivations

Is Livestreaming E-Commerce the Future of Online Shopping? (Answered with data) - Sociallybuzz