Impact of Live Streaming Commerce on Continuous Intention: An Exploration based on Post Acceptance Model and SOR Model

This study examines the influence of live streaming commerce characteristics on consumers’ continuous usage intention by developing an integrated theoretical framework that synthesizes the Post-Acceptance Model (PAM) and the Stimulus-Organism-Response (SOR) model. Specifically, the research examines how vividness, social presence, and para-social interaction influence expectation confirmation, perceived usefulness, customer satisfaction, and ultimately continuous intention in live streaming commerce contexts. Data were collected from 450 participants through an online survey and analyzed through confirmatory factor analysis and structural equation modeling using EQS 6.4. The results reveal that live streaming characteristics significantly influence expectation confirmation, with para-social interaction showing the strongest effect, followed by vividness and social presence. Furthermore, expectation confirmation demonstrated strong positive effects on both perceived usefulness, customer satisfaction and continuous intention, while customer satisfaction emerged as the strongest predictor of continuous intention. These findings contribute to the theoretical understanding of consumer behavior in live streaming commerce and provide practical implications for platform designers, marketers, and content creators in developing effective live streaming strategies. The study advances our knowledge of how social and technical elements influence consumer behavior in digital retail environments and offers insights for enhancing user engagement in live streaming commerce platforms.