Mentor or partner: Matching effect of para-social interaction and product type on purchase intention in live-streaming commerce

Live-streaming commerce differs from traditional e-commerce by bringing consumers and sellers closer together, enhancing the perception of para-social interaction through real-time interactivity. Based on para-social interaction theory, this study proposed two types of para-social interaction: mentor-oriented and partner-oriented. And explored the impact of para-social interaction and product type on purchase intention, mediated by trust. Additionally, this research examined the moderating influence of individual construal level, in combination with the construal level theory. The results of three scenario experiments showed that mentor-oriented para-social interaction promotes purchase intention more than partner-oriented para-social interaction when purchasing utilitarian products. However, partner-oriented para-social interaction promotes purchase intention more than mentor-oriented para-social interaction in the purchase decision of hedonic products. In addition, the construal level moderates the matching impact of para-social interaction and products type on purchase intention. Studying from para-social interaction type perspective, this paper provided insights into the research of consumption behavior in the field of live-streaming commerce and marketing.