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

Abstract The present study examined why live-stream commerce is superior to traditional e-commerce since its retail sales have been booming in China and the communication style with live broadcast technology entirely different. An integrated model was employed predict drivers or restraints of this new business substantiate existence a lacuna understanding individual situational influences. research described that used combination information processing theory flow within Stimulus-Organism-Response (S-O-R) framework investigate how factors influence experience flow. proposed stimuli such as (i.e., perceived interactivity) influences dynamic characteristics atmosphere clues) can elicit intrinsic states organisms immersive social interaction), which then result response online purchase intention). Some shoppers live-streaming experiences were invited participate surveys 2020. structural equation modeling results ( n = 408) show clues interactivity streaming attributes contribute both interaction, predicting consumers’ intention transact e-commerce. However, current dynamic/situational infrastructures only improve but do not assure effective leading need for continuous tasks digital development directions future research.