Live-Stream Interactivity as a Strategic Information Resource for Purchase Intention

Abstract

This study examined how live-stream interactivity influences consumer purchase intention by exploring the psychological mechanisms linking engagement and buying behavior. It was conducted to clarify why interactive features in live-streaming e-commerce heighten purchase tendencies and to identify the internal states that mediate this effect. Using the stimulus-organism-response model, interactivity was treated as the stimulus, while presence, authenticity, and trust represented organismic mediators. Data from 540 online consumers were analyzed through partial least squares structural equation modeling. The results showed that interactivity significantly enhanced presence and authenticity, which in turn fostered trust and ultimately strengthened purchase intention. Direct effects of interactivity on intention were nonsignificant, confirming full mediation through these psychological variables. The findings suggest that technological interactivity alone does not drive sales; rather, its strategic value lies in cultivating immersive, authentic, and trust-based relationships that convert engagement into purchase motivation.