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Purpose The rapid growth of online fashion makes live-streaming essential, yet research often overlooks the impact of the streamer’s “try-on” service on the viewer’s purchase journey. Grounded in information foraging theory, this study explores how the try-on services facilitate viewers’ transition from product search to evaluation, ultimately shaping their shopping behavior. Design/methodology/approach Data were collected from 466 Chinese fashion live-streaming viewers and analyzed using partial least squares structural equation modeling (PLS-SEM). Additionally, importance-performance map analysis (IPMA) was employed to derive practical implications from the findings. Findings This study reveals that while streamer attractiveness has an indirect effect on purchase intentions through emotional engagement, co-viewer involvement directly influences both emotional engagement and purchase intentions during the search phase. Furthermore, the ability to virtually examine products proves more influential than social pricing in determining how viewers evaluate product information. Originality/value This research advances the theoretical understanding of live-streaming commerce by illuminating the complex interplay between streamer characteristics, viewer dynamics and purchase behavior. For practitioners, it offers evidence-based guidelines for fashion streamers to enhance viewer engagement and conversion rates through optimized try-on demonstrations and co-viewer interaction strategies.
Luo et al. (Tue,) studied this question.
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