Abstract

This study aims to examine the impact of live-streaming e-commerce on customer engagement through identification. Through analyzing results of an online survey, we discover that parasocial relationships and self-verification generated by live streaming e-commerce positively affected identity, further leading to the enhancement of customer engagement. In addition, the moderating effect of fear of missing out is significant. This study offers a comprehensive understanding of the psychological mechanism of live-streaming e-commerce viewers by exploring relationships among psychological factors,identity, and customer engagement. It fills the research gaps and expands the scope in researching the live-streaming of e commerce. It also extends social identity theory to the field of live-streaming e commerce.  

Keywords

fear of missing outidentificationlive-streaming e-commerceparasocial relationshipsself-verification