From Hosts and Peers to Customer-Centric Outcomes: The Role of Business Interactions in Livestream Shopping

Amid the rise of livestream commerce as a next-generation retail model, this study investigates how different forms of interaction, including customer–livestreamer (C2L), customer–customer (C2C), and customer–business (C2B), impact customer-centric outcomes. Drawing on Social Presence Theory and Parasocial Interaction Theory, the research adopts a mixed-method approach to examine these relationships. Quantitative analysis using survey data from 267 respondents confirms that both C2L and C2C interactions significantly enhance C2B interaction, which in turn positively influences customer satisfaction, engagement, and loyalty. The primacy of C2L interaction over C2C interaction is also highlighted. Qualitative interviews add depth to these findings. This research contributes to the livestream commerce literature by offering a comprehensive interaction framework and providing actionable insights for enhancing relationship quality and strategic customer outcomes in interactive shopping environments.