Leveraging technology to cultivate relational benefits and drive purchases in live commerce

Purpose In live commerce, streamers act as a bridge between products and consumers, providing services that go beyond basic product information. Although scholarly interest in live commerce is growing, limited research has examined how live streaming technology fosters streamer–viewer relationships and how these relationships influence purchase decisions. Based on the stimulus-organism-response (S-O-R) framework, this study investigates the role of relational benefits in shaping viewer purchase intentions and explores how these benefits are cultivated within the technological environment of live commerce. Design/methodology/approach The research framework was tested using survey data and analyzed with partial least squares structural equation modeling. Findings The results indicate that different dimensions of relational benefits exert distinct effects on purchase behavior. Specifically, confidence benefits and special treatment benefits positively influence purchase intention. In contrast, social benefits exhibit a negative effect, potentially because the emphasis on socializing aspect may divert attention from product-related content, thereby diminishing purchase motivation. Additionally, the findings highlight how specific technological features of live commerce – namely self-presentation, visibility of achievement, visibility of competition, serendipity and triggered attending – facilitate the development of relational benefits. Originality/value This study advances the understanding of consumer behavior in live commerce by elucidating the divergent effects of different dimensions of relational benefits – namely, confidence, social and special treatment benefits – and examining how these benefits are fostered through technology-mediated interactions. The findings also provide actionable insights for practitioners seeking to enhance viewer engagement and stimulate purchase behavior on live commerce platforms.