The Effect of The Relationship Between Streamer and Viewer on the Viewer's Buying Behavior

This study investigates the factors influencing purchase intention on live streaming platforms, focusing on parasocial interaction, streamer's communication style, entertainment, engagement, personal identification, and product interest. Drawing on survey data from 1,097 Twitch and Kick viewers, the measurement model was validated through confirmatory factor analysis, and the hypotheses were tested using linear regression and parallel mediation analysis. The results show that parasocial interaction, communication style, entertainment, engagement, personal identification, and product interest all positively affect purchase intention. Parasocial interaction influences purchase intention predominantly through an indirect pathway, with product interest serving as the primary mediator and personal identification as a secondary one. These findings underscore the interplay of psychological, social, and technological factors in shaping purchase behavior in digital environments. Practically, the study highlights the need for businesses to leverage transparent communication, interactive content, and emotionally resonant strategies to optimize consumer experiences. Although limited to Twitch and Kick viewers, future research could explore more diverse demographics and longitudinal trends. Overall, the study offers a robust, empirically validated framework for understanding and enhancing consumer engagement on live streaming platforms.