How the Characteristics of Live-Streaming Environment Affect Consumer Purchase Intention: The Mediating Role of Presence and Perceived Trust

Abstract

Live-streaming commerce has become increasingly prevalent in recent years and has significantly impacted consumer purchasing behavior. This study aims to assess the impact of live-streaming environmental features, presence, and perceived trust on consumer purchase intention, building upon the stimulus-organism-response (SOR) model. The authors obtained 392 valid responses from a survey, which were analyzed using PLS-SEM to yield statistical insights. The study found that live-streaming environmental features directly impact presence, perceived trust, and purchase intention while also indirectly affecting purchase intention through perceived trust. Additionally, perceived trust directly affects purchase intention, and presence indirectly influences purchase intention through perceived trust. This research contributes to the existing literature on consumers' purchase intention in live-streaming commerce. Additionally, this study expands the comprehension of how environmental cues during live streaming affect purchase intention by examining the mediating roles of presence and perceived trust. As a result, this research provides a reference for enhancing the marketing effectiveness of live-streaming commerce.

Empowering pro-environmental behavior in tourists through digital media: the influence of eco-guilt and empathy with nature

“…Building upon existing research, our study empirically scrutinized the presentation formats of destination environmental threat information on digital media and the ensuing influence of presence on TPEBI. This conclusion broadened the scope of inquiry established by Shang et al (2021) regarding the nexus between information dissemination on digital platforms and individual behavioral intentions, thereby further enriching the literature on the determinants of TPEBI ( Tu and Ma, 2022 ; Li et al, 2023a ).…”

“…Building upon existing research, our study empirically scrutinized the presentation formats of destination environmental threat information on digital media and the ensuing influence of presence on TPEBI. This conclusion broadened the scope of inquiry established by Shang et al (2021) regarding the nexus between information dissemination on digital platforms and individual behavioral intentions, thereby further enriching the literature on the determinants of TPEBI (Tu and Ma, 2022;Li et al, 2023a). Second, existing studies examining the impact of presence on individual behavioral decision-making primarily concentrate on contexts such as live-streamed shopping and online education (Xu et al, 2021;Guo et al, 2023), with limited discussion on the influencing mechanism of presence on individual pro-environmental behavioral intention from an ecological perspective.…”

Design Of An Efficient Model For Enhancing Online Teaching Platform Adoption Among Teachers During Pandemics

“…Y. Kim and H. I. Jeong [16] discussed the adoption of coding in early childhood education from teachers' perspectives, shedding light on the adoption of digital skills in the early stages of education. Q. Li et al [17] examined how the characteristics of the live-streaming environment affect consumer purchase intention, offering parallels in the adoption of live-streaming technologies in education. R. Y. Pratama et al [18] analyzed effective online learning media during the COVID-19 pandemic, providing insights into the perception of students and teachers on online learning platforms.…”