Live Streaming Social Commerce: Transforming Consumer Purchase Intention in the Digital Age

The study investigates consumers’ purchase intentions regarding products available on live-streaming social commerce platforms. Utilizing a sample of 322 responses gathered through snowball sampling, the study employed “Partial Least Squares Structural Equation Modeling (PLS-SEM)” to empirically analyze the data. Our findings support hypotheses H1, H2, and H3, confirming that interactivity, authenticity, and vividness significantly influence purchase intentions. However, hypothesis H4, immediacy, was not supported. Additionally, the moderating role of personal innovativeness was confirmed, indicating that consumers with higher levels of innovativeness are more likely to be influenced by the identified factors. These insights contribute to a deeper understanding of consumer behavior in live-streaming social commerce, offering valuable implications for marketers aiming to enhance consumer engagement and drive sales on these platforms. Future research should consider a broader geographic area and longitudinal design to further validate and expand upon these findings.