arbiter
JournalsAccount

From Hosts and Peers to Customer-Centric Outcomes: The Role of Business Interactions in Livestream Shopping

Nhung Trinh et al.

Australasian Marketing Journal2026https://doi.org/10.1177/14413582261417709article
AJG 1ABDC A
Weight
0.50

Abstract

Amid the rise of livestream commerce as a next-generation retail model, this study investigates how different forms of interaction, including customer–livestreamer (C2L), customer–customer (C2C), and customer–business (C2B), impact customer-centric outcomes. Drawing on Social Presence Theory and Parasocial Interaction Theory, the research adopts a mixed-method approach to examine these relationships. Quantitative analysis using survey data from 267 respondents confirms that both C2L and C2C interactions significantly enhance C2B interaction, which in turn positively influences customer satisfaction, engagement, and loyalty. The primacy of C2L interaction over C2C interaction is also highlighted. Qualitative interviews add depth to these findings. This research contributes to the livestream commerce literature by offering a comprehensive interaction framework and providing actionable insights for enhancing relationship quality and strategic customer outcomes in interactive shopping environments.

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1177/14413582261417709

Or copy a formatted citation

@article{nhung2026,
  title        = {{From Hosts and Peers to Customer-Centric Outcomes: The Role of Business Interactions in Livestream Shopping}},
  author       = {Nhung Trinh et al.},
  journal      = {Australasian Marketing Journal},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/14413582261417709},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

From Hosts and Peers to Customer-Centric Outcomes: The Role of Business Interactions in Livestream Shopping

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.