APJIS Asia Pacific Journal of Information Systems


The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Seung Hyun Kim

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Current Issue

Date March 2020
Vol. No. Vol. 30 No. 1
DOI https://doi.org/10.14329/apjis.2020.30.1.143
Page 143~165
Title The Economics of Para-social Interactions During Live Streaming Broadcasts: A Study of Wanghongs
Author Yongfu Quan, Jin Seon Choe, Il Im
Keyword Para-Social Interactions, E-Commerce, Live Streaming Broadcasts, Attractiveness Theory, Internet Celebrities
Abstract The rapid growth of economic transactions generated by live streaming broadcasts (“LSB”) has created opportunities for retailers to increase sales. However, little is known about what impact LSB celebrities have on customers and what causes LSB celebrities to become famous. This study aimed to fill this gap by studying the economics of LSBs. This study was conducted through a para-social relationship and attractiveness theory framework. Consequently, social and task attraction were assumed to be the antecedents of the para-social relationship that induced purchase intention. This study examined the impact of relationship rewards, self-disclosure, affective interactivity, informative interactivity, and the amount of information provided on purchase intentions through LSB. Celebrities can use the results of this study to enhance their appeal to fans and promote customers’purchase on e-commerce. This study contributed to the IS field by investigate the impact of para-social relationship on the online shopping context.

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