Page 193 - 臺大管理論叢第32卷第1期

NTU Management Review Vol. 32 No. 1 Apr. 2022

streaming e-commerce, and establishing the mediating effect of live-streamer identity,
community identity and brand identity on customer engagement. Finally, this study
discovers transfer effects of associations among parasocial relationships, self-verification,
and identity.

Secondly, this study includes more possible self-verification reference objects in
livestreaming e-commerce, and investigates how viewers evaluate the consistency between
themselves and different reference objects (i.e., live-streamers, other audiences, brands),

thus affecting their sense of identity. The innovation of this study lies in that, unlike
previous studies most of which investigated pseudo-social relations or self-verification
caused by a single object, it directly affected the identity of a single object. This study
established that there are three kinds of pseudo-social relations and self-verification as well
as a transfer effect between the three kinds of identity. Fourth, FOMO has never been taken

into consideration in previous studies on live streaming e-commerce. This study confirms
that those with high FOMO, compared with those with low FOMO, would enhance the
influence of live-streamer identity and community identity on customer engagement.

Overall, this study has a more comprehensive understanding of the psychological
mechanism of viewers of live streaming e-commerce, explores the influence of viewers’
psychological factors on identity and customer engagement, provides a new research
perspective for live streaming e-commerce and customer engagement, makes up the gap
in previous e-commerce consumer psychology literature, and expands the research in the

field of live streaming.

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