How does presence influence purchase intention in online shopping markets? An explanation based on self-determination theory

Presence has been regarded as an essential component for understanding individuals’ behaviour in online environments. Drawing upon self-determination theory (SDT), this study examines the impact of presence in online shopping markets. The conceptual model is examined with data collected from TaoBao. The findings indicate that telepresence is positively associated with consumers’ autonomy and stickiness, while social presence is positively associated with consumers’ relatedness and stickiness. Furthermore, stickiness mediates both the relationship between autonomy and purchase intention, and the relationship between relatedness and purchase intention. Having introduced a new perspective of SDT, this study explains how presence significantly influences consumers’ psychological need satisfaction, attitude and behaviour, and confirms the critical role of presence in online shopping markets.