{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,10]],"date-time":"2025-10-10T01:14:05Z","timestamp":1760058845653,"version":"build-2065373602"},"reference-count":76,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2025,4,30]],"date-time":"2025-04-30T00:00:00Z","timestamp":1745971200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100012456","name":"National Social Science Fund of China","doi-asserted-by":"publisher","award":["21BGL037"],"award-info":[{"award-number":["21BGL037"]}],"id":[{"id":"10.13039\/501100012456","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>(1) Live streaming commerce has refined online consumer engagement by fostering a real-time, socially enriched shopping environment. Despite its growing prominence, the role of social scene characteristics in consumer purchase decisions in live streaming remains insufficiently examined. (2) This study uses the Cognition-Affection-Conation (C-A-C) framework to examine how these social characteristics influence purchase intention through the mediating roles of emotional and cognitive trust, with privacy concerns as a moderator factor. The research employs Structural Equation Modeling (SEM) to test the hypothesis using data from 504 valid responses. (3) The results demonstrate that the characteristics of social scenes proposed in this study enhance consumer trust and positively impact purchase intention. Moreover, privacy concerns weaken the effect of interactivity atmosphere and scene immersion on emotion trust, though they do not weaken the effect of social identity on emotion trust. (4) These findings contribute to the theoretical understanding of live commerce by identifying the psychological mechanisms linking the social service scene to purchasing behavior. They also offer practical implications for platforms and merchants seeking to improve consumer engagement and trust in competitive digital marketplaces. This research highlights the importance of integrating social scenes and privacy management into the strategic design of live streaming commerce services.<\/jats:p>","DOI":"10.3390\/jtaer20020085","type":"journal-article","created":{"date-parts":[[2025,5,4]],"date-time":"2025-05-04T20:57:16Z","timestamp":1746392236000},"page":"85","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["How Social Scene Characteristics Affect Customers\u2019 Purchase Intention: The Role of Trust and Privacy Concerns in Live Streaming Commerce"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1474-0072","authenticated-orcid":false,"given":"Wenjian","family":"Li","sequence":"first","affiliation":[{"name":"School of Management, Jiangsu University, Zhenjiang 212013, China"}]},{"ORCID":"https:\/\/orcid.org\/0009-0008-0002-122X","authenticated-orcid":false,"given":"Steiner","family":"Cujilema","sequence":"additional","affiliation":[{"name":"School of Management, Jiangsu University, Zhenjiang 212013, China"}]},{"given":"Lisong","family":"Hu","sequence":"additional","affiliation":[{"name":"School of Management, Jiangsu University, Zhenjiang 212013, China"}]},{"given":"Gang","family":"Xie","sequence":"additional","affiliation":[{"name":"School of Management, Jiangsu University, Zhenjiang 212013, China"}]}],"member":"1968","published-online":{"date-parts":[[2025,4,30]]},"reference":[{"key":"ref_1","first-page":"101","article-title":"From value creation to value identification: A study on consumers\u2019 purchase intention in TikTok Mall","volume":"8","author":"Deng","year":"2023","journal-title":"Int. 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