As a new form of social commerce, live-streaming shopping (LSS) provides customers with vivid real-time communication/interaction. However, there is limited research investigating the impacts of gamification in LSS. Thus, this study explores the relationships between gamification, customers’ engagement and purchase intention in LSS. A research model is formulated, and a questionnaire-based online survey is administrated to LSS viewers for empirically validating the model. Through the analysis of 272 collected questionnaires by using SPSS and AMOS, this study shows that gamification elements (includingrewardandcompetition) can enhance customers’ engagement (comprisingsense of presenceandimmersion) andpurchase intention. Moreover,sense of presencesignificantly mediates the indirect effects ofrewardandcompetitiononpurchase intention, butimmersiondoes not mediate such effects. Stores and brands can design LSS programs withrewardandcompetitionto enhance customers’sense of presence,immersionandpurchase intention. Strategically, they should focus more on presence than immersion to better achieve their goals of LSS.
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Chang et al. (2023) studied this question.
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