近年來，直播電商的快速發展，創造出一個競爭激烈的市場環境，促使直播購物影響者需採用策略性方法來吸引觀眾、促進互動並驅動消費者後續的回應行動。本研究聚焦將影響者之真實性概念化為五個展演構面，涵蓋觀眾導向展現、正向情緒展現、資訊透明展現、資訊揭露展現，以及關係連結展現。這些展演策略被認為是影響者在競爭市場中脫穎而出的重要手段。建基於訊號理論，本研究提出展演真實性會正向地影響觀眾與影響者之間的擬社會關係，進而影響廣告效果，而廣告效果則體現於個體對於產品的態度、購買意圖以及正向口碑傳遞。本研究共蒐集336筆來自印度的有效樣本，以偏最小平方法進行假說驗證。研究結果顯示五個展演真實性夠在均顯著地影響擬社會關係的建立，而擬社會關係則進一步正向影響三個廣告效果的構面。本研究結果具有重要的學術貢獻與管理意涵。;The rapid growth of live streaming commerce has created a competitive environment where live shopping influencers must employ strategic approaches to captivate viewers and drive consumer follow-up responses. This study conceptualizes influencers’ authenticity as a performative construct comprising five dimensions: viewer-centricity, positive emotions, information transparency, personal information, and connectedness. Grounded in the signaling theory, we propose that performative authenticity positively relate to parasocial relationships between viewers and influencers. These parasocial relationships, in turn, influence advertising effectiveness, including attitude towards the product, intention to purchase the product, and positive word-of-mouth communication. The study employs structural equation modeling to analyze data from 336 respondents in India. The findings demonstrate that performative authenticity significantly affects parasocial relationships, which in turn positively influence advertising effectiveness. This study contributes to the literature on live streaming commerce by highlighting authenticity as a competitive strategy, offering theoretical advancements and practical guidance for live shopping influencers seeking to thrive in the dynamic live streaming commerce landscape.
