Interactivity and live-streaming commerce purchase intention: Social presence as a mediator
- Authors
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Lei Zhang
Publicity Department, China Jiliang University
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Xiaoli Liu
School of Humanities and Communication, Zhejiang Gongshang University
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- Keywords:
- interactivity, social presence, purchase intention, social media, live-streaming commerce
- Abstract
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We investigated the relationship between interactivity and consumer purchase intention in the context of live-streaming commerce, with consideration of social presence as a mediator. Participants were 339 undergraduate students at six universities in China who had experience of live-streaming commerce. The results indicated that interactivity in live-streaming commerce had a direct and positive relationship with consumers’ purchase intention, with social presence acting as a mediator of this relationship. Our findings shed light on how interactivity in live-streaming commerce helps to enhance consumers’ purchase intention. Theoretical and practical implications are discussed.
- References
- Downloads
- Published
- 2023-02-08
- Issue
- Vol. 51 No. 2 (2023)
- Section
- Articles
- License
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