Consumer Purchase Intention in Livestreaming Commerce : Effects Livestreamer Characteristics and Sense of Community

Based on the Stimulus–Organism–Response (S-O-R) model, this study examines consumers’ purchase intention in live-streaming e-commerce from cognitive and affective perspectives. In this study, streamer characteristics (expertise, attractiveness, and interactivity) and sense of community (social presence, social trust, and social support) are treated as stimulus variables, while perceived value and flow experience are treated as organism variables. Purchase intention is defined as the response variable. Data were collected from 451 consumers with live-streaming shopping experience, and structural equation modeling (SEM) was used for analysis. The results show that streamer characteristics and sense of community positively influence perceived value and flow experience. In addition, perceived value and flow experience positively affect purchase intention. The findings provide theoretical and practical implications for understanding consumers’ purchase intention in live-streaming commerce environments.