How Social Scene Characteristics Affect Customers’ Purchase Intention: The Role of Trust and Privacy Concerns in Live Streaming Commerce
(1) Live streaming commerce has refined online consumer engagement by fostering a real-time, socially enriched shopping environment. Despite its growing prominence, the role of social scene characteristics in consumer purchase decisions in live streaming remains insufficiently examined. (2) This stu...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-04-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/20/2/85 |
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| author | Wenjian Li Steiner Cujilema Lisong Hu Gang Xie |
| author_facet | Wenjian Li Steiner Cujilema Lisong Hu Gang Xie |
| author_sort | Wenjian Li |
| collection | DOAJ |
| description | (1) Live streaming commerce has refined online consumer engagement by fostering a real-time, socially enriched shopping environment. Despite its growing prominence, the role of social scene characteristics in consumer purchase decisions in live streaming remains insufficiently examined. (2) This study uses the Cognition-Affection-Conation (C-A-C) framework to examine how these social characteristics influence purchase intention through the mediating roles of emotional and cognitive trust, with privacy concerns as a moderator factor. The research employs Structural Equation Modeling (SEM) to test the hypothesis using data from 504 valid responses. (3) The results demonstrate that the characteristics of social scenes proposed in this study enhance consumer trust and positively impact purchase intention. Moreover, privacy concerns weaken the effect of interactivity atmosphere and scene immersion on emotion trust, though they do not weaken the effect of social identity on emotion trust. (4) These findings contribute to the theoretical understanding of live commerce by identifying the psychological mechanisms linking the social service scene to purchasing behavior. They also offer practical implications for platforms and merchants seeking to improve consumer engagement and trust in competitive digital marketplaces. This research highlights the importance of integrating social scenes and privacy management into the strategic design of live streaming commerce services. |
| format | Article |
| id | doaj-art-ec86f9115ed04d4c87087bd2ea275890 |
| institution | DOAJ |
| issn | 0718-1876 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-ec86f9115ed04d4c87087bd2ea2758902025-08-20T03:16:18ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762025-04-012028510.3390/jtaer20020085How Social Scene Characteristics Affect Customers’ Purchase Intention: The Role of Trust and Privacy Concerns in Live Streaming CommerceWenjian Li0Steiner Cujilema1Lisong Hu2Gang Xie3School of Management, Jiangsu University, Zhenjiang 212013, ChinaSchool of Management, Jiangsu University, Zhenjiang 212013, ChinaSchool of Management, Jiangsu University, Zhenjiang 212013, ChinaSchool of Management, Jiangsu University, Zhenjiang 212013, China(1) Live streaming commerce has refined online consumer engagement by fostering a real-time, socially enriched shopping environment. Despite its growing prominence, the role of social scene characteristics in consumer purchase decisions in live streaming remains insufficiently examined. (2) This study uses the Cognition-Affection-Conation (C-A-C) framework to examine how these social characteristics influence purchase intention through the mediating roles of emotional and cognitive trust, with privacy concerns as a moderator factor. The research employs Structural Equation Modeling (SEM) to test the hypothesis using data from 504 valid responses. (3) The results demonstrate that the characteristics of social scenes proposed in this study enhance consumer trust and positively impact purchase intention. Moreover, privacy concerns weaken the effect of interactivity atmosphere and scene immersion on emotion trust, though they do not weaken the effect of social identity on emotion trust. (4) These findings contribute to the theoretical understanding of live commerce by identifying the psychological mechanisms linking the social service scene to purchasing behavior. They also offer practical implications for platforms and merchants seeking to improve consumer engagement and trust in competitive digital marketplaces. This research highlights the importance of integrating social scenes and privacy management into the strategic design of live streaming commerce services.https://www.mdpi.com/0718-1876/20/2/85live streamingsocial platformcustomer purchase intentionsocial scene characteristicscustomer trust |
| spellingShingle | Wenjian Li Steiner Cujilema Lisong Hu Gang Xie How Social Scene Characteristics Affect Customers’ Purchase Intention: The Role of Trust and Privacy Concerns in Live Streaming Commerce Journal of Theoretical and Applied Electronic Commerce Research live streaming social platform customer purchase intention social scene characteristics customer trust |
| title | How Social Scene Characteristics Affect Customers’ Purchase Intention: The Role of Trust and Privacy Concerns in Live Streaming Commerce |
| title_full | How Social Scene Characteristics Affect Customers’ Purchase Intention: The Role of Trust and Privacy Concerns in Live Streaming Commerce |
| title_fullStr | How Social Scene Characteristics Affect Customers’ Purchase Intention: The Role of Trust and Privacy Concerns in Live Streaming Commerce |
| title_full_unstemmed | How Social Scene Characteristics Affect Customers’ Purchase Intention: The Role of Trust and Privacy Concerns in Live Streaming Commerce |
| title_short | How Social Scene Characteristics Affect Customers’ Purchase Intention: The Role of Trust and Privacy Concerns in Live Streaming Commerce |
| title_sort | how social scene characteristics affect customers purchase intention the role of trust and privacy concerns in live streaming commerce |
| topic | live streaming social platform customer purchase intention social scene characteristics customer trust |
| url | https://www.mdpi.com/0718-1876/20/2/85 |
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