Page 190 - 臺大管理論叢第32卷第1期

Straight into Your Heart: The Effect of Live-Streaming E-Commerce on Consumer Engagement

streamers, customers, and brands, to enrich the connotation of customer engagement
research, and explore the important factors affecting the customer engagement of live-
streamer e-commerce. This study aims to examine the influence of viewers’ pseudo-social
relationships and identity verification, understand the moderating effect of FOMO, and

investigate how identity affects customer engagement. Finally, we provide the results and
relevant suggestions for the livestreaming e-commerce industry.

2. Methodology

The subjects of this study are viewers who have watched livestreaming e-commerce
before or recently. We choose the convenience sampling method and collect our
samples through an online questionnaire created via SurveyCake. On the first part of the

questionnaire, first each subject will see the statement of purpose for this study. Next, the
screening questions ask the subject about his or her viewing experiences of livestreaming
e-commerce, including details about platforms, live-streamers, brands, number of times
viewing, viewing duration, number of times purchasing, and purchase amounts, to

confirm his or her suitability for this study. In the second part of the questionnaire, we
ask respondents to indicate their agreement/disagreement on items for variables (live-
streamer parasocial relationships, community parasocial relationships, brand parasocial
relationships, live-streamer self-consistency, community self-consistency, brand self-

consistency, customer engagement, and FOMO) based on their typical or most recent
experience of watching live streaming e-commerce. The third part asks the subjects to fill
in their demographic information.

3. Findings

In this study, we use Partial Least Squares (PLS) to analyze data results show that
live-streamer identity, community identity, and brand identity positively affected customer

engagement. The live-streamer parasocial relationships during live broadcast and the
parasocial relationships of brand positively affect the live-streamer identity during live
broadcast. On the other hand, livestreaming has significant effects on community identity
in terms of live-streamer parasocial relationships, community parasocial relationships, and

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