The impact of parasocial interaction and perceived risk on consumer purchase intention in livestreaming e-commerce

Introduction. Livestreaming e-commerce is a key digital economy driver, yet research lacks a systematic exploration of streamer’s characteristics and communication styles, creating a theoretical gap regarding parasocial interaction and perceived risk. Method. This study takes parasocial interact...

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Principais autores:	Jiaying Li, Shijie Song, Yujun Liu
Formato:	Artigo
Idioma:	Inglês
Publicado em:	University of Borås 2026-03-01
coleção:	Information Research: An International Electronic Journal
Assuntos:	Livestreaming e-commerce Parasocial interaction Perceived risk Consumer purchase intention Streamer characteristics Communication style
Acesso em linha:	https://publicera.kb.se/ir/article/view/64138
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