Trans-Parasocial Relation Dynamics: Decoding the Effectiveness of Influencer Streamers Versus Celebrity Streamers in Live Streaming Commerce

As one of the fastest-growing marketing channels, live streaming uses grassroots influencers and established celebrities to drive user engagement and sales. However, the effectiveness of these two types of streamers and the reasons behind their performance difference have not been fully examined. Based on a dual-study design using 15-month panel data ( N  = 1,350) and survey data ( N  = 530), this research reveals that influencer streamers can achieve higher sales than celebrities. This result is mediated by higher user engagement, perceived similarity, and perceived credibility. Meanwhile, a high product variety can decrease the performance gap between the two types of streamers. This study extends Trans-Parasocial Relationship theory to TPSR-LSC framework for the first time to explore the underlying mechanism through which streamer type influences consumer behavior in the context of live streaming commerce and makes further contributions by identifying the contextual boundary of product diversity. This study contributes to both theory and practice implications in the continuously evolving field of live commerce.