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

Author:

Huang Zhen1,Yan Xue2ORCID,Deng Jia3

Affiliation:

1. Center for Aging Research, Gannan Normal University, Ganzhou 341003, China

2. School of Educational Science, Gannan Normal University, Ganzhou 341003, China

3. School of Foreign Languages, Gannan Normal University, Ganzhou 341003, China

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.

Funder

Jiangxi Province Education Science “14th Five-Year Plan” project

Key Research Base of Philosophy and Social Sciences of Jiangxi Province

Publisher

MDPI AG

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