How perceived interactivity affects consumers' shopping intentions in live stream commerce: roles of immersion, user gratification and product involvement

Purpose This study explores how perceived interactivity effects in Livecommerce influences consumers' shopping intentions in live stream commerce. The authors specifically examine the mediating roles of immersion and hedonic/utilitarian gratification, as well as the moderating role of product involvement in identifying the boundary conditions. Design/methodology/approach A scenario-based online survey was conducted among American consumers via Prolific.co , an online crowdsourcing platform. The final sample included 187 respondents (male, 63.1 per cent; Caucasian, 61.5 per cent). Findings The results indicate that perceived interactivity significantly influenced consumers' shopping intentions. Consumers' sense of immersion and hedonic/utilitarian gratification were identified as serial mediators between perceived interactivity and consumers' shopping intentions. It was also found that individuals' product involvement moderated the serial effects of perceived interactivity on consumers' shopping intentions in live stream commerce. Originality/value This study provides empirical evidence that perceived interactivity plays an important role in creating an effectively immersive media experience in live stream commerce, which further contributes to higher shopping intentions via perceived utilitarian and hedonic gratifications. It was also found that varying levels of product involvement can have differing effects. Managerial implications are provided.