Research On The Influencing Factors And Effects Of Telepresence In Live Shoppin

Live streaming shopping is a new form of online shopping.With the development of information technology,live streaming shopping has attracted the attention of a lot of consumers with its unique interactive space after overcoming the drawbacks of high latency and unclear graphics,which has become one of the main ways for consumers to shop online.With the booming development of live streaming shopping,more and more scholars have begun to pay attention to this field and an emerging stream of research has called on researchers to adopt the concept of presence to investigate the impact of presence on consumers’ purchase intention.Presence is a “perceptual illusion of non-mediation”,which includes two dimensions: physical presence and social presence.While social presence has been examined in the context of live streaming shopping,few studies have explored the roles of physical presence and social presence at the same time or their joint effects in online shopping activities.Besides,there is also a lack of survey of the antecedents of presence in live streaming shopping.Based on the above,this article constructs a model of the antecedents and impacts of presence in live streaming shopping based on S-O-R theory,information processing theory and flow theory.Empirical data on live streaming shopping were collected to test the proposed model for an exploratory study.The results show that(1)Visibility and guidance shopping have a significant positive effect on physical presence.(2)Visibility,guidance shopping and metavoicing have a significant positive effect on social presence.(3)Information overload plays a negative moderating role between visibility and physical presence.(4)Physical presence influences consumers’ purchase intentions through concentration and perceived control.(5)Social presence influences consumers’ purchase intentions through concentration and enjoyment.This article provides a new perspective for the study of the antecedents and impacts of presence,which can enrich existing research on presence in live streaming shopping and give a guidance for attracting consumers and enhancing their purchasing intention.