Understanding how best to host livestream shopping shows: The perspectives of persuasion and parasocial phenomena

The emergence of live streaming enables sellers and customers to interact more easily in real time and establish a close relationship. This study explores how the characteristics and addressing styles of livestream sellers affect viewers’ behavioral intention. The effects of parasocial interaction and the relationship between sellers and viewers are also examined. A conceptual model is designed from the perspectives of persuasion and parasocial phenomena. An Internet survey is conducted to test the proposed model. The results show that the expertise of a seller can positively influence viewers’ watch and purchase intentions. However, an attractive appearance cannot persuade viewers to purchase. The verbal and message addressing is more effective than bodily addressing to enhance parasocial interactions and further determines parasocial relationship and viewers’ behavioral intentions. The findings can help sellers know how best to host livestream shopping shows.