Trans-Parasocial Relation Between Influencers and Viewers on Live Streaming Platforms: How Does It Affect Viewer Stickiness and Purchanse Intention?
0
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
Live streaming has become one of the most important communication tools for influencers to synchronously interact with viewers. It is critical to understand the effect of the reciprocal and synchronously interactive relations built between influencers and viewers, so-called trans-parasocial relations, in the context of live streaming. In this study, we investigate how trans-parasocial relations impact viewers' stickiness and purchase intention on live streaming platforms. Furthermore, we investigate fanship as a mediating factor in the relationship between trans-parasocial relations and viewers' behaviors. Overall, the results reveal significant direct and indirect effects of trans-parasocial relations on viewers' stickiness and purchase intention. Higher trans-parasocial relations further lead to stronger viewers' fanship toward influencers and increases their willingness to stay longer or make purchases on live streaming platforms. These findings further the understanding of influencer-viewer relations and viewers’ behavior on live streaming platforms and provide valuable insights into influencer marketing and live streaming.
Abstract
Live streaming has become one of the most important communication tools for influencers to synchronously interact with viewers. It is critical to understand the effect of the reciprocal and synchronously interactive relations built between influencers and viewers, so-called trans-parasocial relations, in the context of live streaming. In this study, we investigate how trans-parasocial relations impact viewers' stickiness and purchase intention on live streaming platforms. Furthermore, we investigate fanship as a mediating factor in the relationship between trans-parasocial relations and viewers' behaviors. Overall, the results reveal significant direct and indirect effects of trans-parasocial relations on viewers' stickiness and purchase intention. Higher trans-parasocial relations further lead to stronger viewers' fanship toward influencers and increases their willingness to stay longer or make purchases on live streaming platforms. These findings further the understanding of influencer-viewer relations and viewers’ behavior on live streaming platforms and provide valuable insights into influencer marketing and live streaming.
참고문헌 (51)
- Abidin, Crystal, "Communicative intimacies: Influencers and perceived interconnectedness", Ada: A Journal of Gender, New Media, and Technology, 8, pp.1~16 (2015)[DOI]
- Akar, Ezgi, "Understanding online consumers'purchase intentions: A contribution from social network theory", Behaviour & Information Technology, 37(5), pp.473~487 (2018)
- Annamalai, Balamurugan, "Social media content strategy for sport clubs to drive fan engagement", Journal of Retailing and Consumer Services, 62, pp.102648~ (2021)
- Bond, Bradley J., "Parasocial relationships with media personae : Why they matter and how they differ among heterosexual, lesbian, gay, and bisexual adolescents", Media Psychology, 21(3), pp.457~485 (2018)
- Chen, Chia-Chen, "What drives livestream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement", Telematics and Informatics, 35(1), pp.293~303 (2018)
- Colliander, Jonas, "Following the fashionable friend : The power of social media", Journal of Advertising Research, 51(1), pp.313~320 (2011)
- Cortina, Jose M., "What is coefficient alpha? An examination of theory and applications", Journal of Applied Psychology, 78(1), pp.98~104 (1993)
- Cronbach, L. J., "Coefficient alpha and the internal structure of tests", Psychometrika, 16, pp.297~334 (1951)
- Danaher, Peter J., "Factors affecting web site visit duration : A crossdomain analysis", Journal of Marketing Research, 43(2), pp.182~194 (2006)
- Cristina Freitas de Jesus, "“BangBangCon: The Live” - A Case Study On Live Performances and Marketing Strategies With The Korean-Pop Group “BTS” During The Pandemic Scenario In 2020", 아시아마케팅저널, 22(4), pp.63~78 (2021), 한국마케팅학회
- Dibble, Jayson L., "Parasocial interaction and parasocial relationship : Conceptual clarification and a critical assessment of measures", Human Communication Research, 42(1), pp.21~44 (2016)
- Tvine Donabedian, "“They’re Worth My Investment”: Cultivating Intimacy through Fan-lead Financial and Support Initiatives among BTS Fans", 아시아마케팅저널, 22(4), pp.103~116 (2021), 한국마케팅학회
- Gantz, Walter, "Sports fanship changes across the lifespan", Communication & Sport (2021)[DOI]
- Gantz, Walter, "Fanship and the television sports viewing experience", Sociology of Sport Journal, 12(1), pp.56~74 (1995)
- Hair, Joseph F., "Multivariate data analysis" (2019), Cengage
- Ham, Minjeong, "Factors influencing viewing behavior in live streaming: An interview-based survey of music fans", Multimodal Technologies and Interaction, 4(3), pp.50~ (2020)[DOI]
- Hilvert-Bruce, Zorah, "Social motivations of live-streaming viewer engagement on Twitch", Computers in Human Behavior, 84, pp.58~67 (2018)
- Horton, Donald, "Parasocial interaction and parasocial relationship : Conceptual clarification and a critical assessment of measure", Psychiatry, 19(3), pp.215~229 (1956)
- Hudders, L., "Gender effects in influencer marketing: An experimental study on the efficacy of endorsements by same- vs. Other-gender social media influencers on Instagram", International Journal of Advertising, 41(1), pp.128~149 (2022)
- Hu, Mu, "Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework", Computers in Human Behavior, 75, pp.594~606 (2017)
- Digital 2022 global overview report, "Kemp, Simon", Hootsuite, ~ (2022)
- 김우빈, "SNS 패션 인플루언서 진정성이 팔로워 행동의도에 미치는 영향-팬쉽의 매개효과를 중심으로-", 한국의류학회지, 43(1), pp.17~32 (2019), 한국의류학회[DOI]
- Kowert, Rachel, "The one-and-a-half sided parasocial relationship: The curious case of live streaming", Computers in Human Behavior Reports, 4, pp.100150~ (2021)
- Laffan, Derek A., "Positive psychosocial outcomes and fanship in K-pop fans : A social identity theory perspective", Psychological Reports, 124(5), pp.2272~2285 (2021)
- Li, You, "How attachment affects user stickiness on live streaming platforms : A socio-technical approach perspective", Journal of Retailing and Consumer Services, 60, pp.102478~ (2021)
- Lim, Joon Soo, "The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of livestreaming games : A social cognitive theory perspective", Computers in Human Behavior, 108, pp.106327~ (2020)
- Lin, Judy Chuan-Chuan, "Online stickiness : Its antecedents and effect on purchasing intention", Behaviour & Information Technology, 26(6), pp.507~516 (2007)
- Li, Yi, "What drives gift-giving intention in live streaming? The perspectives of emotional attachment and flow experience", International Journal of Human-Computer Interaction, 37(14), pp.1317~1329 (2021)
- Lou, Chen, "Social media influencers and followers : Theorization of a trans-parasocial relation and explication of its implications for influencer advertising", Journal of Advertising, 51(1), pp.4~21 (2021)
- Lou, C., "Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents' parasocial relationship, materialism, and purchase intentions", Frontiers in Psychology, 10, pp.2567~ (2019)
- Lu, His-Peng, "Demographic differences and the antecedents of blog stickiness", Online Information Review, 34(1), pp.21~38 (2010)
- Meticulous Research, "Live streaming market by component (platform, services), offering model (B2B, B2C), streaming type (audio, video, game), vertical (media & entertainment, education, sports & gaming, government, fitness), and region e global forecast to 2028", ~ (2022)
- Park, Hyun Jung, "The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement", Journal of Retailing and Consumer Services, 52, pp.101934~ (2020)
- Pentecost, Robin, "Fashion retailing and the bottom line : The effects of generational cohorts, gender, fashion fanship, attitudes and impulse buying on fashion expenditure", Journal of Retailing and Consumer Services, 17(1), pp.43~52 (2010)
- Jasmine Proctor, "Labour of Love: Fan Labour, BTS, and South Korean Soft Power", 아시아마케팅저널, 22(4), pp.79~101 (2021), 한국마케팅학회
- Reinikainen, Hanna, "‘You really are a great big sister ’eparasocial relationships, credibility, and the moderating role of audience comments in influencer marketing", Journal of Marketing Management, 36(3-4), pp.279~298 (2020)
- Reysen, Stephen, "Fanship and fandom : Comparisons between sport and non-sport fans", Journal of Sport Behavior, 33(2), pp.176~ (2010)
- Scheibe, Katrin, "Giving and taking gratifications in a gamified social live streaming service", Proceedings of the 5th European conference on social media, pp.264~273 (2018)
- Shao, Zhen, "Examining user satisfaction and stickiness in social networking sites from a technology affordance lens : Uncovering the moderating effect of user experience", Industrial Management & Data Systems, 12(7), pp.1331~1360 (2020)
- Sloan, Lloyd Reynolds, "Sports, games, and play: Social and psychological viewpoints", pp.175~240 (1989)
- Stever, Gayle S., "The International Encyclopedia of Media Effects", pp.1~12 (2017)
- Sun, Yuan, "How live streaming influences purchase intentions in social commerce: An IT affordance perspective", Electronic Commerce Research and Applications, 37, pp.100886~ (2019)
- Tsai, Wan-Hsiu Sunny, "Motivations and antecedents of consumer engagement with brand pages on social networking sites", Journal of Interactive Advertising, 13(2), pp.76~87 (2013)
- Wenner, Lawrence A., "The mediasport interpellation : Gender, fanship, and consumer culture", Sociology of Sport Journal, 30(1), pp.83~103 (2013)
- Wongkitrungrueng, Apiradee, "The role of live streaming in building consumer trust and engagement with social commerce sellers", Journal of Business Research, 117, pp.543~556 (2020)
- Schneider, Wulf Tim Frank M., "Exploring viewers' experiences of parasocial interactions with videogame streamers on Twitch", Cyberpsychology, Behavior, and Social Networking, 24(10), pp.648~653 (2021)
- Yuan, Shupei, "How social media influencers foster relationships with followers : The roles of source credibility and fairness in parasocial relationship and product interest", Journal of Interactive Advertising, 20(2), pp.133~147 (2020)
- Yu, Eun, "Impact of viewer engagement on gift-giving in live video streaming", Telematics and Informatics, 35(5), pp.1450~1460 (2018)
- Yun, Jin Ho, "Drivers of soccer fan loyalty : Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement", Asia Pacific Journal of Marketing &Logistics, 33(3), pp.755~782 (2021)
- Zhang, Min, "The impact of live video streaming on online purchase intention", Service Industries Journal, 40(9-10), pp.656~681 (2020)
- Zhang, Min, "Eservice quality on live streaming platforms: Swift guanxi perspective", Journal of Services Marketing, 35(3), pp.312~324 (2021)
