The Effect of Entertainment, Interactivity and Authenticity on Ecommerce Live Streaming among Tourists Purchase Intentions with mediating Role of Social Presence

Abstract

This study examines the multifaceted interaction of entertainment, interaction, and authenticity in the context of e-commerce live streaming among tourist's purchase intentions. It also analyzes the mediating role of social presence. The theoretical underpinnings are based on SOR theory with the intent to understand factors influencing tourists' purchase decisions. A self-administered survey methodology is used to collect data. A sample of 250 respondents was collected by using the nonprobability sampling method. Data is analyzed through SPSS-21. The results are mixed in nature as it is found that entertainment had a strong beneficial impact on social presence and purchase intentions, whereas, a lack of a direct relationship between Interactivity and Authenticity on Social Presence. These findings highlight the value of compelling content in raising users' sense of presence on live streaming platforms for tourism-related e-commerce and emphasize the compelling need for more of these dimensions to be worked out to appeal to tourists in the situation of e-commerce live streaming. These findings have multiple theoretical and managerial implications in e-commerce live streaming.