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Author: Ming Henn Chai
Live shopping has emerged as a dynamic force in the e-commerce landscape, merging the appeal of real-time interaction with the convenience of online shopping. This format allows viewers to interact directly with streamers—who are often influencers or celebrities—and with other viewers, creating a communal shopping experience that is both engaging and persuasive. The immediacy and interactivity of live shopping make it a compelling alternative to traditional e-commerce, where user experience is typically more solitary and static. Swift guanxi is a central concept in this study, grounded in traditional Chinese cultural practices where relationships and networks are built on trust, mutual obligation, and reciprocity. In a live shopping context, swift guanxi refers to the rapid formation of these relational bonds within the short time span of one or a few live sessions. Unlike traditional guanxi, which develops over time and through repeated interactions, swift guanxi is formed quickly and is crucial in influencing purchase decisions in the fast-paced environment of live shopping. Citation Hsu, C.-W., Fu, J.-R., Cheng, Z.-H., Hong, Y.-J. (2022). A study on the impacts of streamer and co-viewers on purchase intention from the perspective of Swift Guanxi. Management Review, 41(1), 107-126. https://doi.org/10.6656/MR.202201_41(1).ENG107
Paper Inquiry Taiwan Citation Index-Humanities and Social Sciences Airiti Library (English Paper) |
About this Study
The study “A Study on the Impacts of Streamer and Co-Viewers on Purchase Intention from the Perspective of Swift Guanxi” emphasizes the critical role of the three facets of swift guanxi in influencing purchase intention during live shopping. Purchase intention is a significant metric in marketing, reflecting a consumer’s likelihood to buy a product based on their attitudes and perceptions. In the context of live shopping, swift guanxi enhances this purchase intention by fostering trust and emotional connection between the viewer and the streamer.
Relationship harmony, one of the three sub-facets of swift guanxi, emerged as the most influential factor on purchase intention. Relationship harmony refers to the sense of agreement and alignment between the streamer and the viewers, as well as among the viewer and co-viewers themselves. When viewers perceive a harmonious relationship, they are more likely to trust the recommendations of the streamer and feel confident in making a purchase. This finding aligns with the broader literature on relationship marketing, which underscores the importance of trust and relational bonds in driving consumer behavior.
For example, in traditional retail environments, customers are more likely to make a purchase when they feel a sense of rapport with the salesperson. In live shopping, this rapport is built through the streamer’s ability to create a welcoming and inclusive atmosphere, where viewers feel valued and understood. This relationship harmony can be further enhanced through positive interactions among co-viewers, fostering a sense of community that reinforces the viewer's confidence in their purchase decision.
The Role of Parasocial Interaction in Enhancing Mutual Understanding
Parasocial interaction, another key factor examined in the study, refers to the one-sided relationships that viewers feel they have with the streamer. This concept is rooted in the studies of social media, where viewers develop a sense of connection with media personalities despite the interaction being largely one-sided. In the context of live shopping, parasocial interaction significantly influences mutual understanding, another component of swift guanxi. Mutual understanding in this context refers to the viewer's perception that the streamer understands their needs and preferences, even though the interaction is primarily mediated through a screen. This perceived understanding is crucial because it builds trust and reduces the perceived risk associated with online purchases. When viewers believe that the streamer has their best interests at heart and understands their preferences, they are more likely to act on the streamer’s recommendations and make a purchase.
The study highlights the importance of streamers being relatable, responsive, and authentic in their communication to foster para-social interaction. For example, streamers who share personal stories, respond to viewer comments in real-time, and offer personalized recommendations are more likely to cultivate strong para-social interactions. This aligns with broader research in media and communication studies, which shows that viewers are more engaged and likely to be influenced by media personalities who they perceive as authentic and relatable.
Interaction Between Viewers and Relationship Harmony
The interaction among viewers (buyers) plays a crucial role in enhancing relationship harmony. This aspect of swift guanxi is particularly important in live shopping, where the presence of other viewers can either positively or negatively influence an individual’s shopping experience. Interaction between viewers creates a sense of community and shared experience, which can significantly impact a viewer’s purchase intention.
When viewers see others engaging positively, whether through supportive comments, sharing opinions, or encouraging each other, they will be more likely to feel like they are a part of a harmonious community. This sense of belonging and collective experience enhances the overall shopping experience, making viewers more likely to trust the streamer and the products being promoted. This finding is supported by social influence theory, which assumes that individuals are influenced by the behaviors and attitudes of those around them, especially in communal settings.
According to this study, live-stream platforms should encourage interaction between viewers by integrating features like live chats or polls. These tools can encourage viewers to engage with each other, creating a lively and interactive environment that enhances relationship harmony. Moreover, live-stream platforms can use algorithms to highlight positive interactions and encourage community building, further enhancing the viewer’s experience and purchase intention.
The Moderating Effect of Viewing Frequency
The study also identifies the moderating effect of viewing frequency on the relationships between swift guanxi and purchase intention. Viewing frequency refers to how often a viewer participates in live-stream shopping sessions. The findings suggest that regular viewers are more likely to develop a stronger sense of swift guanxi, which in turn enhances their purchase intention. This moderating effect can be explained by the cumulative nature of relationship building. The more frequently a viewer participates in live-stream sessions, the more opportunities they have to interact with the streamer and other viewers, thereby strengthening their parasocial relationship. Over time, these repeated interactions build trust and familiarity, making the viewer more likely to make a purchase of the product the streamer is promoting. For brands and streamers, this finding highlights the importance of building a loyal audience who returns for multiple sessions, strategies such as offering exclusive deals to the viewers, creating recurring content themes, and fostering a sense of community can help in building this loyal audience. Moreover, platforms can use data analytics to identify and reward frequent viewers, further encouraging repeat participation and enhancing the overall effectiveness of live-stream shopping as a sales channel.
Practical Implications Based on this Study
The study’s findings offer several practical implications for e-commerce platforms and marketers looking to optimize their live-stream shopping strategies.
One of the key takeaways from the study is the importance of building swift guanxi to drive purchase intention. This can be achieved by focusing on the three components of swift guanxi: relationship harmony, mutual understanding, and reciprocal favor. Marketers should train streamers on ways to create a harmonious and inclusive atmosphere during live sessions, where viewers feel valued and understood. This can involve using positive language, acknowledging viewer contributions, and creating an environment where viewers feel comfortable engaging with both the streamer and other viewers.
In addition, streamers should aim to cultivate mutual understanding by being relatable and authentic in their communication. Sharing personal anecdotes, responding to viewer questions in real-time, and offering tailored recommendations based on viewer feedback can help in building this mutual understanding. Marketers can also use data analytics to provide streamers with insights into viewer preferences, enabling them to offer more personalized and relevant content.
Leveraging Parasocial Interaction for Enhanced Engagement
Parasocial interaction plays a crucial role in enhancing mutual understanding and, by extension, purchase intention. Marketers should leverage this by selecting streamers who are not only knowledgeable about the products they promote but also have the ability to connect with viewers on a personal level. This connection can be further enhanced through the use of interactive features, such as live Q&A sessions, where viewers can ask questions and receive immediate responses from the streamer.
Moreover, streamers should be encouraged to share their personal experiences with the products they are promoting, as this can help in building trust and authenticity. For instance, a streamer who shares a personal story about how a product has benefited them is more likely to resonate with viewers and influence their purchase decision. This approach aligns with the broader trend in marketing towards authenticity and relatability, which has been shown to be effective in building consumer trust and driving sales.
Enhancing Interaction between Viewers to Foster Community
Interaction between viewers is another critical component that can significantly enhance purchase intention. Marketers should focus on fostering this interaction by creating opportunities for viewers to engage with each other during live-stream sessions. This can be achieved through features like live chats, where viewers can share their opinions and experiences, or through interactive elements like polls and quizzes, which encourage viewers to participate and engage with the content. In addition, platforms can use algorithms to highlight positive interactions and promote community building among viewers. For example, viewers who engage frequently and positively could be rewarded with special recognition or incentives, further encouraging a sense of community. This approach not only enhances the viewer’s experience but also increases the likelihood of purchase by creating a supportive and engaging environment.
Encouraging Repeat Participation for Long-Term Success
The moderating effect of viewing frequency mentioned above highlights the importance of encouraging repeat participation in live-stream shopping sessions. Marketers should focus on building a loyal audience by creating content that encourages viewers to return for multiple sessions. This can involve offering exclusive deals or discounts to regular viewers, creating recurring themes or series that keep viewers engaged, and fostering a sense of anticipation for upcoming sessions. Moreover, platforms can use data analytics to identify and reward frequent viewers, further encouraging repeat participation. For example, viewers who participate in a certain number of sessions could be offered special incentives, such as early access to new products or exclusive content. This not only helps in building a loyal audience but also enhances the overall effectiveness of live-stream shopping as a sales channel.
Theoretical Contributions and Future Research
The study makes significant contributions to the theoretical understanding of swift guanxi in online environments, particularly in the context of live-stream shopping. By expanding the traditional concept of guanxi to digital interactions, the study demonstrates the relevance of these relational bonds in contemporary consumer behavior. The findings suggest that swift guanxi is not only applicable to Chinese cultural contexts but could also be relevant in other markets with strong community-oriented cultures.
However, the study also notes limitations, particularly its focus on ethnic Chinese consumers. Future research could explore the applicability of swift guanxi in different cultural contexts, examining how these dynamics play out in Western markets or other non-Chinese cultural settings. Additionally, future studies could investigate other variables, such as the role of technology in facilitating swift guanxi, or the impact of different types of products on the strength of these relationships.
Conclusion
In conclusion, the study "A Study on the Impacts of Streamer and Co-Viewers on Purchase Intention from the Perspective of Swift Guanxi" offers a comprehensive analysis of how interpersonal interactions within live-stream shopping environments influence purchase intentions through the lens of swift guanxi. The findings underscore the importance of building strong, harmonious relationships between streamers and viewers, as well as among viewers themselves, to enhance purchase behavior.
For marketers and e-commerce platforms, these insights provide practical guidance on optimizing live-stream shopping strategies. By focusing on the key components of swift guanxi which includes relationship harmony, mutual understanding, and reciprocal favor, brands can create more engaging and trust-building shopping experiences that drive sales. Furthermore, the study highlights the importance of para-social interactions, interaction between viewers and viewing frequency in fostering swift guanxi, offering a roadmap for leveraging these elements to enhance consumer engagement and purchase intention.
As live-stream shopping continues to grow globally, understanding these dynamics will be crucial for brands looking to leverage this powerful medium to connect with consumers and boost their bottom line. The study’s theoretical contributions, coupled with its implications for future research, pave the way for a deeper exploration of the intersection between cultural concepts like guanxi and modern digital marketing strategies. As e-commerce continues to evolve, the insights from this study will remain relevant for marketers seeking to navigate the complex and rapidly changing landscape of online consumer behavior.