The Effects of Service Characteristics and Moderator Characteristics of Mobile Live Commerce on Social Presence and Purchase Intention

Purpose: Mobile live commerce is a representative new service of the untact economy formed by COVID-19 pandemic. The purpose of this study intended to investigate the causal relationship between social presence and purchase intention after classifying the characteristics of mobile live commerce into service characteristics and moderator characteristics. Research design, data, and methodology: This study collected data using the questionnaire method in order to achieve the purpose of this study, and this study was conducted on consumers who have experienced using mobile live commerce through an online survey agency for about 10 days from July 25 to August 3, 2022. 367 copies of the collected data were used for final analysis, excluding missing value and outliers. Verification of the research model was performed using SPSS and AMOS. Frequency analysis was conducted to examine the sample characteristics. Reliability analysis, exploratory factor analysis, and confirmatory factor analysis were conducted to evaluate the validity and internal consistency. Discriminant validity analysis was conducted to determine the validity of discrimination and the validity of law. It was analyzed the structural equation model to verify the hypothesis and test results. Results: First, among the characteristics of mobile live commerce service, it was identified that vitality, information provision, and interaction make positive effects on social presence. Second, among the characteristics of the host of mobile live commerce, it was identified that attractiveness and awareness have a positive effect on social presence. Third, it was identified that social presence in the environment of mobile live commerce service had a positive effect on purchase intention. Implications: The results of this study, mobile live commerce characteristics were divided into service characteristics and worker characteristics, and the structure was confirmed. Mobile live commerce rights, social presence, and purchase intention provide a point of view by identifying the causal relationship between others.