How Interactivity and Co-Experience Shape Consumer Purchase Behavior in Live Streaming Commerce: The Mediating Role of Consumer Trust
DOI:
https://doi.org/10.61132/digitalinnovation.v3i4.771Keywords:
Co-Experience, Consumer Trust, Interactivity, Live Streaming Commerce, MarketplaceAbstract
The rapid growth of live streaming commerce has transformed digital shopping by integrating real-time interaction, social engagement, and product visualization into online purchasing experiences. However, previous studies have predominantly focused on consumer engagement and purchase intention, providing limited understanding of how interactive and social experiences generate actual purchase behavior through psychological mechanisms. This study aims to examine the role of interactivity and co-experience in influencing consumer trust and purchase behavior in marketplace-based live streaming commerce. Drawing upon the Stimulus-Organism-Response (S-O-R) framework, this study conceptualizes interactivity and co-experience as environmental stimuli, consumer trust as the psychological mechanism, and purchase behavior as the behavioral response. A quantitative approach was employed using survey data collected from 450 marketplace users with live shopping experience. The proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that active control, synchronicity, cognitive communion, and resonant contagion significantly enhance consumer trust, while two-way communication and participation do not show significant effects. Furthermore, consumer trust has a strong positive influence on purchase behavior, confirming its role as an important psychological mechanism in transforming interactive experiences into actual consumer actions. This study contributes to live streaming commerce literature by extending the S-O-R framework through the integration of interactive and social experience dimensions and highlighting the importance of trust formation in explaining consumer purchasing behavior. The findings provide practical implications for marketplace platforms and sellers in designing live shopping environments that emphasize meaningful interaction, social validation, and consumer confidence.
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