Consumer involvement in live streaming commerce through the S-O-R lens: the influence of product and emotional stimuli on purchase intentions

Purpose This study investigates the mechanisms by which product-related and experiential factors influence consumer behaviour in live streaming commerce. Drawing on the Stimulus–Organism–Response (S-O-R) framework, the research explores how purchase frequency, usage frequency, entertainment content, and emotional resonance act as external stimuli shaping consumer involvement, which in turn drives purchase intention. The research addresses gaps in prior literature by clarifying the mediating role of involvement in live commerce. Design/methodology/approach Data were collected via an online survey questionnaire of 206 Chinese consumers. Responses were analysed using SPSS and AMOS, with confirmatory factor analysis for validity and regression models for hypothesis testing. Mediation was examined to assess both direct and indirect effects of product characteristics and experiential factors. Findings Results indicate that purchase frequency, usage frequency, and entertainment content significantly and directly affect purchase intention, while emotional resonance influences purchase intention only indirectly through consumer involvement. Consumer involvement was confirmed as a key mediator, partially mediating the effects of product-related and entertainment stimuli, and completely mediating the influence of emotional resonance. These findings extend S-O-R theory by highlighting the differential mediation pathways of experiential versus product stimuli in digital commerce environments. Originality/value The study reveals the psychological processes underlying live commerce, demonstrating how consumer involvement shapes the influence of both rational and emotional cues. It provides theoretical contributions to S-O-R applications and practical guidance for platforms, brands, and influencers aiming to optimise engagement and conversion.