THE CAUSAL RELATIONSHIP INFLUENCING SOCIAL PRESENCE, TRUST, AND PURCHASE INTENTION THROUGH LIVE COMMERCE
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Abstract
This study aimed to 1) investigate the causal relationships among consumer interactivity, visualization, professionalism, entertainment, social presence, trust, and purchase intention and 2) examine the influence of interactivity, visualization, professionalism, entertainment on social presence, trust and purchase intention. Participants included consumers with experience in purchasing products or services through live commerce in Thailand. The sample size was determined using G*Power at a 95% confidence level, resulting in the collection of data from 200 participants. Multi-stage sampling was employed, and data were collected using questionnaires. The data were subsequently analyzed using descriptive statistics and partial least squares structural equation modeling. Findings revealed that visualization, professionalism, and entertainment exhibited a positive influence on social presence. Interactivity, visualization, and professionalism demonstrated a positive influence on trust. Social presence had a positive influence on trust and purchase intention. Trust possessed a positive influence on purchase intention. However, interactivity did not exert a positive influence on social presence, and entertainment did not positively influence trust. Sellers and businesses engaged in live commerce are encouraged to incorporate these findings when developing sales models to ensure effective responses to stimuli and ultimately increase consumers’ purchase intention.
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