Page 22 - THE LIVE STREAM MANUAL ONLINE PRODUCT SALES

act opportunistically (Figure 3).

When one side is confident in a transaction, trust, ability, morality, and goodness of the

relationship are built. Consumers' views of online trust play a role in a site's ability to give accurate
information and meet expectations; their opinions of the firm's sincerity; and their perspectives.

(A Wongkitrungrueng & N Assarut 2020).

Viewers can develop feelings of closeness with a live streamer that are parasocial in nature and

examine parasocial predictors in the mass-personalized, asymmetrical context of live streaming.

The ability of streamers to 'brings the fans into the conversation' has increased the possibility of
such phenomena. This technological affordance has led to an experience that more closely mirrors

an interpersonal conversation, but it is still largely parasocial, as defined by the theory of parasocial

phenomena.

Live streaming is a form of interactive media that combines a public broadcast of live audio

and video with text-based chat channels. There are many sites for streaming content, where anyone
can set up an account for free and broadcast to a global audience. Live streamers interact with the

audience in a similar way to celebrity fans' interactions on social media. These interactions take

place in a public setting and are very much one to many, meaning that the streamer has to interact
with multiple viewers. This lends parasocial situations to live streaming, which can lead to positive

outcomes. (C McLaughlin &DY Wohn 2021).

In live-streaming shopping, the absence of face-to-face interaction between the influencer and
consumers makes trust an even bigger issue. Belief that cross-platform collaboration can result in

accurate, relevant, and timely information; Belief that all parties involved must act in good faith
and follow industry norms and accepted practice; Belief that cross-platform collaboration will

result in transaction agreements that meet the needs of the actors involved. The mediating role of

trust is developed based on the S-O-R framework. If a consumer is exposed to several external
factors (professionalism, interactivity, and price), he/she will likely develop an organism (trust),

which in turn, generates a behavioural outcome (purchase intention). At the same time, trust is also
found to influence customers' purchase intentions. Despite these postulations, there are few studies

examining trust as a mediator in a live-streaming environment. (Y Zhong, Y Zhang & M Luo,
2022).

21