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- W4285816761 abstract "One of the core advantages of live streaming commerce is that it can provide consumers with a real-time display and interactive environment, resulting in a higher sense of presence. Furthermore, the development of information technology makes live streaming shopping more accessible and more convenient. Although some scholars have studied Telepresence in the context of Livestream e-commerce, they have not discussed in detail the different influences of Telepresence and Social Presence on consumers' purchase intention. Anchored in the theory of presence and other research results, this paper expounds on the definition and connotation of the source and function of presence in live streaming shopping in detail. From the perspective of interface design, a two-stage model of audience presence perception and effect is constructed. It adopts partial least squares (PLS) structural equation modelling (SEM) to evaluate the research model and hypothesis. Based on 153 samples, the results show that the viewers' sense of presence in live shopping is influenced by the bullet, herding message and interactive animations. Moreover, the viewers' perception of presence has a significant positive impact on their shopping intention. The research results of this paper will play a positive role in optimizing the interface design of live broadcast, improving the live broadcast shopping environment and promoting potential transactions. Meanwhile, it also lays a foundation for understanding consumers' sense of presence and related theories in the context of China." @default.
- W4285816761 created "2022-07-19" @default.
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- W4285816761 date "2022-04-07" @default.
- W4285816761 modified "2023-10-16" @default.
- W4285816761 title "The Influence Mechanism of Presence on Viewers' Intention in the Context of Live Streaming based on the Interface Design Perspective" @default.
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- W4285816761 doi "https://doi.org/10.1109/i2ct54291.2022.9824221" @default.
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