Get Ready to Buy With Me: The Effect of Social Presence Interaction and Social Commerce Intention on S-commerce Live Streaming

Abstract

[EN] The crisis caused by COVID-19 has forced many vendors to consider alternative marketing strategies, such as live streaming on social commerce platforms. Social commerce live streaming involves using live streamers to endorse and sell products on their own social media accounts. Statistics show that this format can serve as a survival tool for vendors in exceptional circumstances. However, it is also a valuable opportunity to bring innovation and engagement to traditional e-commerce vendors. Based on a sample of 621 Chinese consumers, this empirical research proposes that features of live streamers (expertise, attractiveness, and humor) play an essential role in social commerce intention. At the same time, virtual friendship, emotional engagement, and platform attachment are antecedents of online purchasing intentions. It also contends that social presence interaction has a moderating effect on live s-commerce and that these elements together constitute a comprehensive model of live s-commerce. Our findings reveal that virtual friendship, platform attachment, and emotional engagement with live streamers are crucial for increasing buying intentions, and they confirm the mediation effect of social commerce intention and the moderating effect of social presence interaction. The practical and theoretical implications are pointed out to assist brands, managers, retailers, and e-marketplaces in developing effective marketing plans. Plain Language Summary In this manuscript, we show that live streamers impact purchasing intention. This research provides a more comprehensive understanding of broadcasters’ effect on purchasing intention through virtual friendship, emotional engagement, and platform attachment. The study’s framing contributes significantly to marketing literature and represents an effort to depart from previous findings on live streamers and their effect on purchasing behavior. Moreover, our research fills a knowledge gap by demonstrating how live streamers affect consumers in numerous ways (e.g., emotional and friendly appeal toward products). Simultaneously, the moderator role of social presence interaction plays a significant role in building a vibrant and friendly environment and urges users to purchase online. The mediation role of social commerce intention strengthens the relationship between live streamers and consumers. By doing so, we can make strong and significant recommendations for organizations and practitioners on using social media and scommerce efficiently, with actions that can generate more engagement and, in turn, higher purchase intention.