Effects of streamer, context and product on consumers’ purchase and continuous watching intentions in livestreaming commerce

Purpose This study examines consumer behavior in livestreaming shopping. It investigates how streamer characteristics, contextual elements and product attributes affect consumers’ feelings of relatedness, competence and autonomy, and subsequently, their purchase and continuous watching intentions. Design/methodology/approach This study draws on the stimuli-organism-response model and self-determination theory. An online survey was conducted with Amazon Live users. PLS-SEM was used to test the research model and hypotheses. Findings The findings indicate that streamers’ perceived interactivity, similarity and expertise substantially enhance these psychological constructs. Contextual factors – visual complexity, time pressure and perceived social herding – also significantly influence such psychological constructs. Additionally, price attractiveness and product diversity are critical in influencing consumers’ sense of relatedness and autonomy. These psychological constructs are central to consumer behavior, impacting both purchase and continuous watching intentions. Originality/value This study reveals relatedness, competence and autonomy as drivers of consumer behavior in livestreaming shopping, suggesting that the fulfillment of these psychological motivations can lead to higher continuous watching and purchase intentions.