![]() ![]() This kind of physical and situational experience can help to bridge the psychological gap between the live host and viewer, so as to promote the establishment of a closer relationship between the viewer, the live host, and the platform (Liu et al., 2020), and enhance viewers’ social support willingness. For example, the viewer can support their favorite host through monthly subscriptions or gift-giving (Wongkitrungrueng et al., 2020). In the live streaming system, the live host and the viewer can obtain a sense of participation through real-time interaction, providing a unique immersive interactive experience that can trigger viewers’ behavioral intention. Live streaming transmits images and sounds in real time through a variety of communication technologies, enabling the viewer to interact in real time on the platform. ![]() As digital platforms for real-time recording and uploading audio and video, live streaming platforms connect and construct viewers’ virtual presence experiences with the distant world, based on the characteristics of hyper temporal and spatial attributes, para-authenticity, real-time interactivity, and connectivity (Cunningham et al., 2019 Lim et al., 2020), which significantly affects social media users’ interactions and willingness to convey information (Lin et al., 2014). In contrast, live streaming in China is more widely used and integrates entertainment short video, goods-selling, online social networking, and knowledge dissemination, which goes deeply into all aspects of social life and serves as the main channel for obtaining and transmitting information. Lu et al., ( 2018) demonstrate that live streaming in China has significant differences in content, style, and format when compared to live streaming in North America and Europe. According to CNNIC’s 50th “Statistical Report” ( 2022), the number of live streaming users in China reached 716 million by June 2022, accounting for 68.1% of the total number of internet users. Live streaming has become an important component of China’s internet economy. The rapid development of 5G mobile internet and personal intelligent terminal equipment significantly supports the adoption of live streaming platforms. Findings shed light on the potential intermediate mechanism and the boundary conditions of the influence of network social presence on the social support willingness of viewers, providing new insights on promoting the relationships between live hosts and viewers on live broadcast platforms. Furthermore, the higher the degree of emotional response, the stronger the mediating effect of parasocial interaction on the relationship between network social presence and instrumental support willingness. Additionally, parasocial interaction plays a mediating role in the impact of network social presence on emotional, instrumental, and economic support willingness. The study reveals that network social presence has a direct positive impact on emotional, instrumental, and economic support willingness. ![]() Based on a questionnaire survey of 515 live viewers, this study examines the impact of the viewers’ network social presence on social support willingness and analyzes the roles of parasocial interaction and emotional response. Live streaming has enabled the real-time communication and interaction between viewer and live host, and has created a range of live hosts and new forms of business models due to the affordance of virtual currencies and gift reward mechanisms featured on live streaming platforms. With the accelerating development of social networks and the popularization of intelligent personal communication devices, live streaming has provided fluid experiences in time and space for the Chinese people, especially during the COVID-19 pandemic. ![]()
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