The Impact of Interactivity on Customer Purchase Intention in Social Media Marketing: The Mediating Role of Social Presence

This research utilizes the S-O-R (stimulus- organism-response) framework to investigate how essential quality factors impact consumer behavior in social media marketing. Specifically, it assesses the impact of information quality, which includes believability, usefulness, and vividness, on social presence and customer purchase intention. Additionally, it evaluates interaction quality, characterized by responsiveness, real-time interaction, and empathy, and its influence on these variables. Data were obtained from 652 Chinese consumers engaged in live broadcasts through an online survey. Employing PLS-SEM with SPSS and SmartPLS software, the analysis revealed significant impacts from both information and interaction quality on the results of the study. These factors were found to enhance customers' perception of social presence, significantly affecting their intent to purchase on social media live platforms. The findings offer crucial theoretical and practical insights for merchants to refine marketing strategies, underlining the importance of high-quality information and interaction in boosting consumer engagement and driving purchase decisions.