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How the features of live streaming e-commerce affect consumer purchase intention: The mediating role of social presence

Yanchao Shi et al.

Acta Psychologica2026https://doi.org/10.1016/j.actpsy.2026.106336article
ABDC A
Weight
0.37

Abstract

Live streaming is increasingly recognized as a pivotal feature of e-commerce platforms, serving as an effective tool for product promotion and revenue growth. The aims of this research are to investigate the impact of live streaming e-commerce features on social presence and explores the mechanisms through which these effects influence consumers' purchase intentions. A survey method was employed to validate the research model, and 201 responses were obtained. All the hypotheses were tested using partial least squares structural equation modeling (PLS-SEM). The results indicate that, among young educated Chinese consumers, live streaming e-commerce features positively affect social presence, which in turn influences consumer purchase intention. Specifically, self-presentation and virtual co-presence exert stronger effects on social presence of live streaming e-commerce than on the social presence of other viewers. This research contributes to the literature by extending the application of social presence theory to the context of live streaming e-commerce, deepening our understanding of the motivational drivers within the SOR model among digitally engaged consumers, and offering strategic insights to guide the design of live streaming e-commerce platforms targeting young consumer segments.

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https://doi.org/https://doi.org/10.1016/j.actpsy.2026.106336

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@article{yanchao2026,
  title        = {{How the features of live streaming e-commerce affect consumer purchase intention: The mediating role of social presence}},
  author       = {Yanchao Shi et al.},
  journal      = {Acta Psychologica},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1016/j.actpsy.2026.106336},
}

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How the features of live streaming e-commerce affect consumer purchase intention: The mediating role of social presence

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.