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

ABSTRACT: Live streaming e-commerce (LSE) has gained tremendous popularity as an innovative social commerce platform that integrates real-time interactions among customers, streamers, and operators to promote product sales. However, there is still much to be discovered about the factors that determine the success of LSE. The objective of this study is to examine the effects of diverse interactive elements, namely consumer-streamer, consumer-platform, and consumer-consumer interactions, on consumers' purchase intention from the perspectives of social presence and trust using the SOR theory. Additionally, we examine the moderating effects of susceptibility to informative influence on the relationship between different interactive elements and consumers' purchase intention. We collected survey data fro

SUBMITTER: Liu X 

PROVIDER: S-EPMC11670955 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature