The Impact of Social Presence on Impulsive Purchase Intentions in Live Streaming E-Commerce

With the rapid growth of live streaming e-commerce, understanding the factors influencing consumer behavior is crucial for the industry’s sustainability. This study explores the relationships between social presence, perceived value, emotional quality, and impulsive purchase intention in live streaming e-commerce platforms. Drawing on theories of social presence and consumer behavior, it is hypothesized that social presence positively affects perceived value and impulsive purchase intention, with perceived value mediating and emotional quality moderating these effects. Data from a survey of 550 consumers were analyzed using structural equation modeling (SEM). The results confirm that social presence significantly enhances impulsive purchase intention and perceived value, with perceived value fully mediating the relationship between social presence and impulsive purchase intention. Emotional quality was found to moderate this relationship, with positive emotions amplifying the effect of social presence. These findings offer both theoretical and practical insights, suggesting that e-commerce platforms can boost consumer engagement and sales by optimizing social presence, enhancing perceived value, and fostering positive emotional experiences. The implications for both researchers and practitioners are discussed, along with directions for future research.