{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,11,3]],"date-time":"2025-11-03T15:44:42Z","timestamp":1762184682711,"version":"build-2065373602"},"reference-count":116,"publisher":"MDPI AG","issue":"4","license":[{"start":{"date-parts":[[2025,11,1]],"date-time":"2025-11-01T00:00:00Z","timestamp":1761955200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Recently, the live commerce market has experienced rapid growth, accompanied by increasingly intense competition. To improve business performance in this dynamic environment, it is essential to foster competent streamers and create effective commerce environments. Therefore, this study developed a research model based on the stimulus\u2013organism\u2013response (S-O-R) framework, focusing on streamer competencies and the commerce environment, to explore ways to effectively enhance live commerce business performance. Data for this study were collected through a questionnaire and analyzed using statistical techniques with 390 respondents. The results revealed that streamers\u2019 competencies (expertise, demonstration skills, and interactive ability) significantly influence consumers\u2019 internal states (perceived functional value of products and perceived trust in product recommendations), which in turn significantly influence purchase intentions. Moreover, the physical surroundings of the studio and the social surroundings, including peers\u2019 perceptions of live commerce, were found to moderate the relationships between consumers\u2019 internal states and their purchase intentions. This study holds academic significance in that it presents a model that effectively understands the mechanisms influencing viewers\u2019 purchase decisions in live commerce contexts. The findings and practical implications discussed in this study are expected to provide valuable insights for developing strategies to enhance the performance of live commerce.<\/jats:p>","DOI":"10.3390\/jtaer20040296","type":"journal-article","created":{"date-parts":[[2025,11,3]],"date-time":"2025-11-03T14:00:33Z","timestamp":1762178433000},"page":"296","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Exploring the Impact of Streamer Competencies and Situational Factors on Consumers\u2019 Purchase Intention in Live Commerce: A Stimulus\u2013Organism\u2013Response Perspective"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0009-0001-2584-0431","authenticated-orcid":false,"given":"Xiu","family":"Cai","sequence":"first","affiliation":[{"name":"Department of Business Administration, Inha University, Incheon 22212, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3448-7465","authenticated-orcid":false,"given":"Woojong","family":"Suh","sequence":"additional","affiliation":[{"name":"Department of Business Administration, Inha University, Incheon 22212, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,11,1]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"293","DOI":"10.1016\/j.tele.2017.12.003","article-title":"What Drives Live-Stream Usage Intention? 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