The Impact Of Interaction Factors On Purchase Intention In E-Commerce Liverstreaming: Does Product Type Matter?

Abstract

In the rapidly evolving landscape of e-commerce, integrating live streaming has transformed customer engagement, offering a more dynamic purchasing experience. This research explores the influence of live-streaming interactions on consumers' purchase intentions, with a focus on how product type (search or experience) moderates these relationships. This study investigates how customers’ interactions for collecting product information, understanding others’ buying patterns, and obtaining financial rewards affect social presence and consumer conformity, and in turn affect customers’ purchase intention. The research conducts an online survey with a sample of 462 respondents representing various generational cohorts in Vietnam. The study confirms that live-streaming interactions to understand others’ buying patterns affect social presence and consumer conformity positively. Interactions for winning financial rewards propose a positive connection to social presence. Social presence and consumer conformity, in turn, push customers’ purchase intention. The moderating role of product type is also noteworthy, as groups of customers buying experience products exhibit more pronounced effects compared to ones buying search products. The research offers valuable insights into the dynamics of live-streaming e-commerce, particularly in how various forms of interactions influence consumer behavior.