Tiktok-Livestreaming: Impact of social presence and consumer characteristics on purchasing intention

Abstract

Purpose – The purpose of this paper is to identify the purchasing intention of live-streaming commerce. The proposed antecedents of live-streaming commerce purchasing intention are social presence, perceived crowdedness, need for arousal, susceptibility to informational influence, and perceived value. Design/methodology/approach – A survey was conducted using a pre-questionnaire designed specifically for this purpose, completed by a group of 5 Vietnamese consumers aged 17-40 with experience in the field. The authors tested the framework using Structural Equation Modeling (SEM) and confirmatory factor analysis (CFA) to identify and analyze the complex relationships between latent variables with each other in a multivariate model. Findings – The results indicate several significant relationships, whereby social presence, perceived crowdedness, and susceptibility to informational influence significantly influence perceived value, whereas perceived value significantly influences purchasing intention. Originality/value – The current study adds significantly to the body of knowledge about live streaming by examining the direct determinants of perceived value and thus delineating how perceived value influences purchasing intention.