Abstract

Livestream shopping is no longer a peculiar construct in today’s modern world and as technology continues to advance, this mode of purchasing products has become increasingly prevalent in consumer communities around the globe. This research aims to explore how the feeling of presence drives consumers’ purchase intention through the mechanisms of three factors, namely mind perception, arousal, and perceived value, in the context of livestream shopping. The study was based on the implications of two theoretical bases, namely the Theory of Planned Behavior (TPB) and the Stimulus-Organism-Response (SOR) model, to explain the mediating role of the three aforementioned factors in the impact of social and physical presence on purchase intention in livestream shopping. The study was conducted using a quantitative method, with a data sample of 342 livestream users in Vietnam providing empirical evidence to test the research model. The research results show that both physical presence and social presence have a positive relationship with consumers’ purchase intention through the mediation of three factors: mind perception, arousal, and perceived value. In addition, perceived value was reported to have the largest impact on intention and social presence, other than physical presence, has a greater impact on the three mediating factors. The findings shed new light on the feeling of social presence and physical presence in the livestream shopping landscape and provide valuable insights for future research and marketing strategies.