Unraveling the Intricacies of E-commerce Live Streaming: The Roles of Streamers, Platforms, and User Experiences

E-commerce live streaming has become a popular marketing and selling channel, but newcomers to the industry face challenges in understanding and succeeding in this field. E-commerce live streaming platforms utilize social attributes and offer advantages such as streamer product demonstrations and real-time communication. However, previous research has not thoroughly explored the role of the streamer and the technological platform. This study aims to investigate how both the streamer and platform dimensions influence viewers' experiences and their intention to make a purchase. Specifically, the study examines the impact of streamer attraction (task attraction, social attraction, and physical attraction) and platform attributes (streamer-viewer interaction, viewer-viewer interaction, social presence) on viewers' experiences (vicarious learning, emotional value, and economic value), which in turn affect their purchase intention. The findings provide practical suggestions for streamers and platforms to improve their performance and enhance user experiences in the e-commerce live streaming industry.