How the Characteristics of Live-Streaming Environment Affect Consumer Purchase Intention: The Mediating Role of Presence and Perceived Trust

Live-streaming commerce has become increasingly prevalent in recent years and has significantly impacted consumer purchasing behavior. This study aims to assess the impact of live-streaming environmental features, presence, and perceived trust on consumer purchase intention, building upon the stimulus-organism-response (SOR) model. The authors obtained 392 valid responses from a survey, which were analyzed using PLS-SEM to yield statistical insights. The study found that live-streaming environmental features directly impact presence, perceived trust, and purchase intention while also indirectly affecting purchase intention through perceived trust. Additionally, perceived trust directly affects purchase intention, and presence indirectly influences purchase intention through perceived trust. This research contributes to the existing literature on consumers' purchase intention in live-streaming commerce. Additionally, this study expands the comprehension of how environmental cues during live streaming affect purchase intention by examining the mediating roles of presence and perceived trust. As a result, this research provides a reference for enhancing the marketing effectiveness of live-streaming commerce.