The Interplay of Social Presence and Immersive Experience in Shaping Consumer Purchase Intentions on TikTok Live Streams in China

This research explored the degree of experience of consumers in the TikTok broadcast room and investigated the influence of other people's presence and communication interaction degree on consumers' immersion experience and purchase intention. This paper took immersion experience as the mediating variable, built a research model on the influence of social presence on consumers' purchase intention, and conducted the Delphi method and empirical analysis on 12 experts and 210 samples. The results showed that social presence had a positive impact on immersion experience and consumers' purchase intention; immersion experience had a positive effect on consumers' purchase intention; and immersion experience played a partial mediating role in the influence of social presence on consumers' purchase intention. This study revealed the specific action path of social presence affecting consumers' purchase intention through an immersive experience, providing a theoretical basis and practical guidance for the high-quality development of TikTok e-commerce live broadcasting.