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

Business

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

J. Y. Shiu, S. T. Liao, et al.

Dive into the exciting world of live-stream commerce as this study, conducted by Jerry Yuwen Shiu, Shi Ting Liao, and Shian-Yang Tzeng, unveils how perceived interactivity and dynamic characteristics can transform your online shopping experience in China! Discover the elements that boost your immersive experience and social interaction, ultimately driving your purchasing decisions.

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Playback language: English
Abstract
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.
Publisher
Humanities and Social Sciences Communications
Published On
May 09, 2023
Authors
Jerry Yuwen Shiu, Shi Ting Liao, Shian-Yang Tzeng
Tags
live-stream commerce
traditional e-commerce
online purchase intention
immersive experience
social interaction
perceived interactivity
dynamic characteristics
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