Exploring the Influence of Live Streaming in Mobile Commerce on Adoption Intention From a Social Presence Perspective

Abstract

With the rise of live streaming, many internet companies began to carry out the live streaming business, and this system was applied in various fields. Due to the emergence of e-commerce live streaming in recent years, the studies on it are not comprehensive. And for the construction of live streaming of mobile e-commerce, it is rarely considered from the perspective of users' hedonic needs. This study combined with the social presence theory to build a conceptual model explored the impact of this system on users' intention to adopt from the perspective of enjoyment feeling. The results show visual scene positively affects users' perceived enjoyment, visual scene and communication function have positive effect on social presence, social presence has positive effect on perceived enjoyment, and perceived enjoyment positively affects users' adoption intention. Finally, the authors provide practical suggestions and strategies for platform operators and sellers.

How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory

“…Social presence of streamers enhances viewers' concentration in live streaming commerce, as streamers can provide better personalized services according to viewers' demand (Yim et al, 2017). Additionally, consumers' shopping enjoyment can be increased by more human elements in live streaming commerce, where viewers can see streamers and contact with them in real-time as if they were communicating face-to-face (Liu et al, 2020). Social live streaming services can be viewed as hedonic information systems (Bründl et al, 2017).…”

“…However, one of the primary features of live streaming commerce is presence, which is analyzed inadequately in extant literature. The lack of presence in e-commerce is likely to hold down consumers’ participation (Hamari et al , 2016), whereas presence is enhanced in live streaming commerce with the development of technology (Liu et al , 2020). The social presence and telepresence help consumers to develop a closer relationship between e-vendors and better understand the service/product they desire (Ye et al , 2020).…”

Predicting m-shopping in the two largest m-commerce markets: The United States and China

“…Also, the article seeks to answer a specific research gap in the literature. Although extant research focused on the study of either hedonic factors (e.g., Liu et al, 2020) or utilitarian ones (e.g., Choi, 2018), especially with the classic technology of acceptance model (TAM), Unified theory of acceptance and use of technology (UTAUT), or UTAUT2 models (e.g., Alrawi et al, 2019;Marinković et al, 2020;Sarkar et al, 2020;Shaw & Sergueeva, 2019;Sun & Chi, 2018;Verkijika, 2018), or both factors but in limited settings (e.g., browsing; Zheng et al, 2019), the article explores to what extent m-shopping has expanded beyond utilitarian use and is used for enjoyment as well. Such a transition is typically observed in the evolution of technology (Ko et al, 2009).…”

“…Such a transition is typically observed in the evolution of technology (Ko et al, 2009). Although some technology adoption model (e.g., UTAUT2) have eventually considered pleasure-related factors to explain behavioral intentions, the perceived enjoyment constructs have usually been proposed only as extensions or modifications to the seminal models (e.g., Liu et al, 2020;Wong et al, 2015), instead of constituting foundational aspects (Lowry et al, 2012;Yoo et al, 2018) (e.g., from UTAUT to UTAUT2). This suggests that the hedonism-related variable is not a critical constitutive aspect of the model but rather an add-on.…”

“…Notably, the study provides deeper insights into the relative importance of utilitarian and hedonic variables in explaining m-shopping using a model that places both kinds of predictors on an equal level of importance. In fact, although some technology adoption models, such as the UTAUT, have considered pleasure-related factors to explain behavioral intentions, the perceived enjoyment constructs have usually been proposed only as extensions or modifications to the seminal models (e.g., Davis, 1989;Liu et al, 2020), as opposed to constituting focal aspects (Alrawi et al, 2019;Lowry et al, 2012;Yoo et al, 2018). In the case of UTAUT, this has resulted in UTAUT2, suggesting that hedonism-related variable is not a key constitutive aspect of the original model but rather an add-on.…”