How the features of live streaming e-commerce affect consumer purchase intention: The mediating role of social presence

Live streaming is increasingly recognized as a pivotal feature of e-commerce platforms, serving as an effective tool for product promotion and revenue growth. The aims of this research are to investigate the impact of live streaming e-commerce features on social presence and explores the mechanisms through which these effects influence consumers' purchase intentions. A survey method was employed to validate the research model, and 201 responses were obtained. All the hypotheses were tested using partial least squares structural equation modeling (PLS-SEM). The results indicate that, among young educated Chinese consumers, live streaming e-commerce features positively affect social presence, which in turn influences consumer purchase intention. Specifically, self-presentation and virtual co-presence exert stronger effects on social presence of live streaming e-commerce than on the social presence of other viewers. This research contributes to the literature by extending the application of social presence theory to the context of live streaming e-commerce, deepening our understanding of the motivational drivers within the SOR model among digitally engaged consumers, and offering strategic insights to guide the design of live streaming e-commerce platforms targeting young consumer segments.