{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,27]],"date-time":"2026-03-27T07:26:16Z","timestamp":1774596376679,"version":"3.50.1"},"reference-count":47,"publisher":"MDPI AG","issue":"8","license":[{"start":{"date-parts":[[2021,8,12]],"date-time":"2021-08-12T00:00:00Z","timestamp":1628726400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Information"],"abstract":"<jats:p>The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S\u2013O\u2013R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers\u2019 social presence and flow experience, along with their impact on the consumers\u2019 consumption intention in live e-commerce scenarios through questionnaires. Using structural equation modeling, data processing and involvement were introduced as regulating variables. Host charm, interaction, and trust in the host exerted a significant positive impact on social presence. In addition, host charm and trust in host significantly affected flow experience, and social presence significantly affected flow experience. Both social presence and flow experience significantly affected consumption intention, while involvement affected all paths to some extent. Overall, this study illustrates the significance of host in live e-commerce, and consumers with low involvement should be the focus of attention in live e-commerce.<\/jats:p>","DOI":"10.3390\/info12080324","type":"journal-article","created":{"date-parts":[[2021,8,12]],"date-time":"2021-08-12T10:54:41Z","timestamp":1628765681000},"page":"324","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":80,"title":["An Empirical Study on the Impact of E-Commerce Live Features on Consumers\u2019 Purchase Intention: From the Perspective of Flow Experience and Social Presence"],"prefix":"10.3390","volume":"12","author":[{"given":"Haijian","family":"Wang","sequence":"first","affiliation":[{"name":"School of Business, Guilin University of Electronic Technology, Guilin 541004, China"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9784-4220","authenticated-orcid":false,"given":"Jianyi","family":"Ding","sequence":"additional","affiliation":[{"name":"School of Business, Guilin University of Electronic Technology, Guilin 541004, China"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9980-6164","authenticated-orcid":false,"given":"Umair","family":"Akram","sequence":"additional","affiliation":[{"name":"School of Management, Jiangsu University, Zhenjiang 212013, China"}]},{"given":"Xialei","family":"Yue","sequence":"additional","affiliation":[{"name":"School of Business, Guilin University of Electronic Technology, Guilin 541004, China"}]},{"given":"Yitao","family":"Chen","sequence":"additional","affiliation":[{"name":"School of Business, Guilin University of Electronic Technology, Guilin 541004, China"}]}],"member":"1968","published-online":{"date-parts":[[2021,8,12]]},"reference":[{"key":"ref_1","first-page":"43","article-title":"\u201c5G+\u201d: A new starting point for the development of new media in China: The current situation and prospect of the development of new media in China during 2019\u20132020","volume":"433","author":"Tang","year":"2020","journal-title":"News Writ."},{"key":"ref_2","first-page":"114","article-title":"The Dramaturgical Marketing in Online Live Shopping: Analysis Base on Tik-Tok Platform","volume":"28","author":"Zhu","year":"2021","journal-title":"J. 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