How Social Presence Influences Consumer Well-Being in Live Video Commerce: The Mediating Role of Shopping Enjoyment and the Moderating Role of Familiarity

Abstract

In recent years, with the rapid development of live-streaming commerce, the social dynamics and psychological impact of such online activities merit further discussion. In this study, we investigate the sensory experiences of viewers watching live streaming and examine how these online experiences influence consumer well-being. We developed a conceptual model to understand this mechanism based on the relationship between social presence, shopping enjoyment, familiarity, and consumer well-being. The results of 410 samples indicate that (1) social presence in live-streaming commerce has a significant positive effect on consumer well-being; (2) shopping enjoyment plays a mediating role in the process of social presence predicting consumer well-being; and (3) familiarity plays a moderating role in the second half of the indirect effect of social presence on well-being. This study examines the relationship between social presence and consumer well-being in the context of live-streaming marketing, expanding the research scenario of consumer well-being and clarifying the psychological mechanisms and boundary conditions of the effect of social presence on consumers well-being, which has important implications for online interactive marketing enterprises to enhance social presence and promote consumers long-term well-being.

A Study of the Key Factors Influencing Young Users’ Continued Use of the Digital Twin-Enhanced Metaverse Museum

“…This suggests that social presence is crucial in the MDTM, and the extent to which users shape their image (avatar) in order to influence others' impressions and behaviors on the MDTM platform affects their intention to continue using it. Social presence significantly enhances young users' trust in the platform and improves user well-being [105,106]. Therefore, by gratifying users' social presence needs, it not only promotes their continued use of the platform but also expands the impact on potential users through their proactive engagement, co-creation, or sharing behaviors.…”