Exploring Key Drivers of Consumer Behavior in Live Commerce

Abstract

This study applies the Stimulus–Organism–Response (S-O-R) model to examine consumer buying decisions in live commerce. Utilizing PLS-SEM analysis on survey data (N=212), we investigate how content features, streamer attributes, product characteristics, and platform factors influence purchase behavior through perceived utilitarian value, hedonic value, and trust. Results highlight that hedonic enjoyment and trust significantly drive consumer purchase intentions, whereas traditional utilitarian factors show limited effects. The findings extend the S-O-R theory and provide practical insights into enhancing consumer engagement in live commerce platforms.