Effect of Social Presence toward Livestream E-Commerce on Consumers’ Purchase Intention
The booming development of livestream e-commerce has attracted considerable academic attention, but research on how social presence affects consumers’ purchase decisions is limited. To this end, this article proposed a theoretical framework for the influence of social presence on consumers’ purchasi...
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| Veröffentlicht in: | Sustainability 2023-02, Vol.15 (4), p.3571 |
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| creator | Chen, Li-Ru Chen, Farn-Shing Chen, Der-Fa |
| description | The booming development of livestream e-commerce has attracted considerable academic attention, but research on how social presence affects consumers’ purchase decisions is limited. To this end, this article proposed a theoretical framework for the influence of social presence on consumers’ purchasing decisions based on social presence theory. In this study, structural equation modeling was carried out on 390 data collected from a questionnaire to verify the mechanisms by which social presence influences purchase intention. The study found that social presence enhances consumer identification, which in turn enhances consumers’ purchase intention. Meanwhile, this study not only verified the mediating role of consumer identification but also tested the positive moderating role of self-improvement by livestream e-commerce. This study found that a live streaming host’s social presence influences the consumers’ purchase behavior, and it provides decision support for companies to sell products through livestreaming platforms, which has important theoretical significance and practical application value. |
| doi_str_mv | 10.3390/su15043571 |
| format | Article |
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| ispartof | Sustainability, 2023-02, Vol.15 (4), p.3571 |
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| language | eng |
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| source | MDPI - Multidisciplinary Digital Publishing Institute; EZB-FREE-00999 freely available EZB journals |
| subjects | Communication Consumer attitudes Consumer behavior Consumers Consumption Decision theory Electronic commerce Identification Internet broadcasting Marketing Marketing research Multivariate statistical analysis Perceptions Psychology Shopping Social aspects Social media Social networks Streaming Streaming media Sustainability |
| title | Effect of Social Presence toward Livestream E-Commerce on Consumers’ Purchase Intention |
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