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Impacts of different interactive elements on consumers' purchase intention in live streaming e-commerce.

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Live streaming e-commerce success hinges on consumer-streamer and consumer-consumer interactions, mediated by social presence and trust. Informative influence further boosts purchase intention in this dynamic social commerce landscape.

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Area of Science:

  • Social Commerce
  • E-commerce Technology
  • Consumer Behavior

Background:

  • Live streaming e-commerce (LSE) is a rapidly growing social commerce model.
  • Understanding the drivers of LSE success, particularly consumer purchase intention, is crucial.
  • Existing research lacks a comprehensive analysis of interactive elements within LSE.

Purpose of the Study:

  • To investigate the impact of consumer-streamer, consumer-platform, and consumer-consumer interactions on purchase intention in LSE.
  • To examine the mediating roles of social presence and trust in the LSE context.
  • To analyze the moderating effect of susceptibility to informative influence on purchase intention.

Main Methods:

  • Survey data collected from 326 live streaming e-commerce consumers.
  • Structural Equation Modeling (SEM) used to test hypotheses.
  • Stimulus-Organism-Response (SOR) theory framework applied.

Main Results:

  • Consumer-streamer and consumer-consumer interactions positively influence purchase intention.
  • Social presence mediates all interaction types' effects on purchase intention.
  • Trust mediates the impact of consumer-streamer and consumer-consumer interactions on purchase intention.
  • Susceptibility to informative influence positively moderates the consumer-streamer interaction-purchase intention link.

Conclusions:

  • Direct interaction and social connection are key drivers of purchase decisions in LSE.
  • Social presence and trust are critical mediators in the LSE environment.
  • Understanding consumer influence susceptibility can optimize LSE strategies.