Interactivity and live-streaming commerce purchase intention: Social presence as a mediator

We investigated the relationship between interactivity and consumer purchase intention in the context of live-streaming commerce, with consideration of social presence as a mediator. Participants were 339 undergraduate students at six universities in China who had experience of live-streaming commerce. The results indicated that interactivity in live-streaming commerce had a direct and positive relationship with consumers’ purchase intention, with social presence acting as a mediator of this relationship. Our findings shed light on how interactivity in live-streaming commerce helps to enhance consumers’ purchase intention. Theoretical and practical implications are discussed.