loading page

The role of live streamers' social presence, trust andinnovation acceptance on the consumer purchase intention in retail businesses in Chin
  • Xie Qing
Xie Qing
Putra Malaysia University

Corresponding Author:[email protected]

Author Profile

Abstract

Live streaming has emerged as a popular platform for digital marketing, enabling brands and businesses to connect with consumers in real time and showcase their products or services. Consumer purchase intention is the necessary element for organizational success and requires experienced researchers' emphasis. Consumer purchase intention is the necessary element for organizational success and requires experienced researchers' emphasis. The motive of the current article is to investigate the role of live streamers' social presence, trust and innovation acceptance on the consumer purchase intention in retail businesses in China. The study data were assembled from 359 consumers in China through online questionnaire methods.The smart -PLS was adapted by the researchers to survey the correlation between variables.The novelty of this paper is its investigation of the influence of live streamers' social presence, trustworthiness, and innovation acceptance on Chinese consumers' intention to make purchases from retail establishments. The results indicated that the live streamers' social presence, trust, and innovation acceptance is having a plus point nexus with consumer buying aim. The indication shows clearly that consumers had a remarkable mediation among the live streamers in China that are social presence, trust and intention of consumers in retail business.