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Exploring the Influence of Live Streaming in Mobile Commerce on Adoption Intention From a Social Presence Perspective

Author

Listed:
  • Zixi Liu

    (Chuzhou Vocational and Technical College, China)

  • Jian Yang

    (Chuzhou Vocational and Technical College, China)

  • Lin Ling

    (Chuzhou Vocational and Technical College, China)

Abstract

With the rise of live streaming, many internet companies began to carry out the live streaming business, and this system was applied in various fields. Due to the emergence of e-commerce live streaming in recent years, the studies on it are not comprehensive. And for the construction of live streaming of mobile e-commerce, it is rarely considered from the perspective of users' hedonic needs. This study combined with the social presence theory to build a conceptual model explored the impact of this system on users' intention to adopt from the perspective of enjoyment feeling. The results show visual scene positively affects users' perceived enjoyment, visual scene and communication function have positive effect on social presence, social presence has positive effect on perceived enjoyment, and perceived enjoyment positively affects users' adoption intention. Finally, the authors provide practical suggestions and strategies for platform operators and sellers.

Suggested Citation

  • Zixi Liu & Jian Yang & Lin Ling, 2020. "Exploring the Influence of Live Streaming in Mobile Commerce on Adoption Intention From a Social Presence Perspective," International Journal of Mobile Human Computer Interaction (IJMHCI), IGI Global, vol. 12(2), pages 53-71, April.
    • Handle: RePEc:igg:jmhci0:v:12:y:2020:i:2:p:53-71
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    Cited by:

    1. Huang, Qianru & Dastane, Omkar & Cham, Tat-Huei & Cheah, Jun-Hwa, 2024. "Is ‘she’ more impulsive (to pleasure) than ‘him’ during livestream e-commerce shopping?," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    2. Xiaojun Mai & Fauziah Sheikh Ahmad & Jiayi Xu, 2023. "A Comprehensive Bibliometric Analysis of Live Streaming Commerce: Mapping the Research Landscape," SAGE Open, , vol. 13(4), pages 21582440231, December.
    3. RakGun Hwang & MinKyung Lee, 2022. "Korean Fashion and Beauty Livestreaming Commerce before and after COVID-19," Businesses, MDPI, vol. 2(3), pages 1-16, August.
    4. Jinjing Yang & Cong Cao & Chensang Ye & Yangyan Shi, 2022. "Effects of Interface Design and Live Atmosphere on Consumers’ Impulse-Buying Behaviour from the Perspective of Human–Computer Interaction," Sustainability, MDPI, vol. 14(12), pages 1-21, June.

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