The Impact of Live Commerce Streamer and Broadcast Characteristics on Mental Simulation and Vicarious Experience

This study investigates the effects of live commerce streamers’ characteristics and content on consumers’ mental simulation and vicarious experience. In live commerce, inducing vicarious experience of products is crucial, as consumers cannot directly interact with them.BR/ Based on a survey analysis of users with live commerce shopping experience, the results indicate that the characteristics of streamers-such as credibility, expertise, and attractiveness-positively influence mental simulation. Additionally, the features of live broadcasts, including interactivity, immediate feedback, authenticity, and self-reference,also enhance mental simulation, which ultimately contributes to a positive vicarious experience.BR/ The findings suggest that to develop effective strategies for live commerce, it is essential to enhance the characteristics of both streamers and live broadcasts. This study expands research related to mental simulation and vicarious experience, offering implications for live commerce managers and related brands in enhancing consumer information processing and shopping experience.