• A Study on the Impacts of Streamer and Co-Viewers on Purchase Intention from the Perspective of Swift Guanxi

Abstract

Purpose – This research discusses the influence of swift guanxi (mutual understanding, reciprocal favors, relationship harmony) on purchase intention as well as the influence of interpersonal interaction (para-social interaction, observer interaction) on swift guanxi. Additionally, the moderation effect produced because of the viewing frequency of live shopping is discussed.

Design/methodology/approach – This research used the live shopping experiences of consumers as the research object and used structural equation modeling (SEM) to carry out hypothesis testing.

Findings – The results of this research found that all hypotheses were significant, and that relationship harmony had the greatest influence on purchase intention; para-social interaction had the greatest influence on mutual understanding; and observer interaction had the greatest influence on relationship harmony. Lastly, the viewing frequency of live shopping produced a moderation effect.

Research limitations/implications – This research primarily considers the swift guanxi in the context of ethnic Chinese and is not applicable to western countries. In the future, other variables (live interaction functions and social presence) could be assessed regarding on their influence on swift guanxi.

Practical implications/Social implications – This research discusses the online swift guanxi of ethnic Chinese and its results can serve as a reference for the live shopping management of live streamers.

Originality/value – This research discusses the respective influence of the three sub-facets of swift guanxi on purchase intention, respectively and considers the influence of interpersonal interaction (live streamer, viewer, co-viewer) on swift guanxi.

Keywords – Live shopping, Swift guanxi, Observational learning, Para-social interaction, Purchase intention