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

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.