Abstract
The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers’ social presence and flow experience, along with their impact on the consumers’ consumption intention in live e-commerce scenarios through questionnaires. Using structural equation modeling, data processing and involvement were introduced as regulating variables. Host charm, interaction, and trust in the host exerted a significant positive impact on social presence. In addition, host charm and trust in host significantly affected flow experience, and social presence significantly affected flow experience. Both social presence and flow experience significantly affected consumption intention, while involvement affected all paths to some extent. Overall, this study illustrates the significance of host in live e-commerce, and consumers with low involvement should be the focus of attention in live e-commerce.
Highlights
IntroductionOnline shopping has displayed rapid growth with advances in online shopping and logistics systems
The COVID-19 pandemic has exposed offline mass shopping to potential risks
We used the four characteristics of live e-commerce as independent variables, while social presence and flow experience were used as mediating variables, and purchase intention was used as the outcome variable
Summary
Online shopping has displayed rapid growth with advances in online shopping and logistics systems. A large number of homogeneous suppliers in online shopping amplify the cost of consumer consumption. It has become a trend for consumers to choose recommended products in live e-commerce to decrease their time cost; this phenomenon is highly prominent in China. In 2019, the turnover of live e-commerce reached 451.29 billion yuan, demonstrating a 200.4% year-on-year growth. Even in the context of rapid growth, live e-commerce accounts for 4.5% of the total scale of online shopping only, and there remains considerable growth room for live e-commerce
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