Why are consumers more willing to purchase in live stream shopping The perspective of psychological distance: examples from China

The emerging global trend of live stream shopping (LSS) and its remarkable sales performance, have garnered growing interest among researchers. However, academic research in this field is still relatively limited. In this study, we utilise the theory of psychological distance to investigate the relationship between LSS technical features and customers' purchase intentions. Our findings indicate that LSS technical features, namely visibility, metavoicing, and shopping guidance, play a crucial role in stimulating purchase intentions by assisting consumers in perceiving spatial, temporal, and social distance. These findings make significant contributions to our understanding of the underlying mechanisms driving consumer behaviour in LSS and offer practical implications for professionals in the live stream marketing industry.