ISSN: 2222-6990
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The growing area of live streaming social commerce (LSSC) has significantly affected consumer buying behaviors, highlighting interaction stimuli as a key factor in this change. These interactions, which set LSSC apart from traditional online shopping methods, are recognized as essential but not well-studied elements that motivate consumer engagement and decision-making. The importance of this research lies in its aim to clarify the effect of interaction stimuli in LSSC on consumer shopping intentions, underlining the importance of examining the detailed effects of interaction that go beyond traditional insights. This study applies the Stimulus-Organism-Response (S-O-R) model and Trust Transfer Theory to explore the effect of different types of interaction (anchor-to-consumer, consumer-to-consumer, and machine-to-consumer) on consumers' emotional and cognitive states. These interactions are further divided into informational and emotional interactions (anchor-to-consumer and consumer-to-consumer) and perceived control, response, and personalization (machine-to-consumer). The research investigates the effect of these specific types of interaction on flow experience and trust, which are crucial in forming shopping intentions. Preliminary findings indicate that the detailed interaction environment offered by LSSC has a significant effect on trust and flow experiences among consumers, positively affecting their shopping intentions. A key element is the development of a positive trust environment, supported by the Trust Transfer Theory, where trust in the anchor, other consumers, and the machine collectively enhances product trust within the LSSC ecosystem. The expected contribution of this research is twofold. Academically, it lays a foundation for future empirical studies by setting a detailed research agenda that tests the proposed hypotheses and examines further dimensions of interaction stimuli that could have an effect on consumer behavior in digital marketplaces. Practically, the results offer actionable insights for refining interaction strategies on LSSC platforms, boosting consumer engagement, and fostering growth in the digital economy.
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(Lulu & Zolkepli, 2024)
Lulu, Z., & Zolkepli, I. A. (2024). Effect of Interaction Stimuli in Live Streaming Social Commerce on Consumer Shopping Intention: A Conceptual Study. International Journal of Academic Research in Business and Social Sciences, 14(6), 417–435.
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