Response Dataset - Beyond the Screen How Parasocial Interaction Bridges Live Streaming Interactivity and Green Purchase Intention

Live shopping has exploded in popularity and really changed how people buy things online, blending live chat, entertainment, and actually buying things - this is especially true for clothes. And as people get more worried about the environment, we need to know what makes them want to buy sustainable fashion. This research looks at how much being able to interact with a live stream (what's called Live Streaming Interactivity) affects someone's plan to buy green products (their Green Purchase Intention) and says that our relationship with the streamer is a key part of this. Specifically, the research is looking at Parasocial Interaction – basically, how much you feel like you know the person on the stream. A lot of numbers and a method called Partial Least Squares Structural Equation Modeling (PLS-SEM) were used to analyze answers from 400 people who have watched live shopping. The results? Being able to interact with a live stream is good for building a feeling of being connected to the streamer, and is also good for getting people to intend to buy environmentally friendly items. That feeling of being connected to the streamer is itself a strong influence on the intention to buy sustainably, and it explains the link between the stream’s interactivity and the buying intention. The findings show that people are more likely to buy things in a way when they feel a connection to the product and the company. This connection is important for consumption behavior it is not just about how a product works. This study helps us understand how people make choices about what they buy especially when it comes to fashion. It uses the Stimulus–Organism–Response framework to figure out how people respond to things. The study also gives marketers and people who create content some ideas, about how to make their live streams more interesting and personal which can help people make choices that're better for the environment when they buy things. Sustainable fashion is a part of this and the study looks at how to promote environmentally responsible purchasing behavior through live streaming.