Abstract
Live commerce that combines live streaming and e-commerce is popular recently in China. Viewers can communicate with sellers in real-time, anytime, anywhere on the Internet. The sellers can provide consumers with the information they want and show them how to use the product. As live commerce also helped revitalize the rural economy, this study focused on agricultural products. This research investigated the antecedents of para-social interactions of Chinese consumers of live commerce. We examined the impacts of attractiveness related to commerce characteristics as well as perceived social presence. This study also considered the impact of psychological factors associated with the COVID-19 pandemic focused on social anxiety, interpersonal needs, loneliness, and boredom. Results indicated that the various factors enhanced parasocial interactions with broadcasters, thereby positively affecting purchase intention.
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