How does online streaming reform e-commerce? An empirical assessment of immersive experience and social interaction in China

This study investigates the superiority of live-stream commerce over traditional e-commerce in China. Using an integrated model based on information processing theory and flow theory within an S-O-R framework, the research examines how individual (perceived interactivity) and situational factors (dynamic characteristics and atmosphere clues) influence immersive experience and social interaction, ultimately impacting online purchase intention. Survey data (n=408) reveals that atmosphere clues and perceived interactivity significantly contribute to both immersive experience and social interaction, positively predicting purchase intention. However, dynamic characteristics primarily enhance immersive experience without guaranteeing effective social interaction, highlighting areas for future digital development.

Jerry Yuwen Shiu, Shi Ting Liao, Shian-Yang Tzeng