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The rapid growth of live stream commerce has reshaped online shopping by fostering real-time interactions between consumers and influencers. In this dynamic environment, social presence, trust, and innovation acceptance converge to shape strong purchase intentions. Despite live streaming's widespread adoption as a marketing tool, limited research investigates the psychological mechanisms influencing consumer behavior in this setting. This study explores how social presence, trust, and innovation acceptance impact purchase decisions in live shopping. Using a quantitative approach, data was collected from 359 consumers with live shopping experience and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that social presence, trust, and innovation acceptance significantly and positively influence purchase intentions. Trust also mediates the relationship between social presence and purchase intentions, emphasizing the role of credibility and authenticity. Furthermore, innovation acceptance bridges trust and consumer behavior, highlighting that consumers open to new technologies are more inclined to engage in live shopping. The study identifies key psychological and behavioral factors crucial for marketers aiming to enhance live commerce strategies. Organizations can leverage these insights to strengthen audience connections, build trustworthy relationships, and boost purchase conversion rates during live shopping events, offering a deeper understanding of decision-making in interactive e-commerce contexts.
Qing Xie (Wed,) studied this question.