Live commerce is an emerging trend in the world of e-commerce. This research examines it from the consumer's point of view using the S-O-R theory, where live streaming is a stimuli that can influence consumers in shopping on live streaming and feel as if shopping in the real world. This study employed a quantitative methodology to collect responses from 401 respondents via an online questionnaire. Data were examined using Partial Least Square – Structural Equation Modeling analysis (PLS-SEM) and SmartPLS software to examine the proposed hypothesis. The results show Psychological Distance and Perceived Usefulness influence Purchase Intention positively.
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Chandraa et al. (2024) studied this question.
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