How Social Presence Influences Consumer Well-Being in Live Video Commerce: The Mediating Role of Shopping Enjoyment and the Moderating Role of Familiarity
Abstract
:1. Introduction
2. Related Literature and Hypotheses
2.1. Social Presence and Consumer Well-Being
2.2. The Mediating Role of Shopping Enjoyment
2.3. The Moderating Effect of Familiarity
3. Methods
3.1. Samples and Data Collection
3.2. Measurements
4. Analysis Results
4.1. Measurement Model
4.2. Common Method Bias
4.3. Mean, Standard Deviation and Correlations for All Study Variables
4.4. Test of Mediating Effect
4.5. Test of Moderating Effect
5. Discussion
5.1. Theoretical Contributions
5.2. Practical Implications
5.3. Study Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Variable | Classification | Number | Proportion (%) |
---|---|---|---|
Gender | Male | 171 | 41.7 |
Female | 239 | 58.3 | |
Age | Before 1980 | 27 | 6.6 |
1980–1989 | 26 | 6.3 | |
1990–1999 | 214 | 52.2 | |
After 2000 | 143 | 34.9 | |
Education of respondents | High school or less | 19 | 4.7 |
Junior college | 20 | 4.9 | |
College | 306 | 74.6 | |
Graduate or above | 65 | 15.9 | |
Vocation | Public service unit | 13 | 3.2 |
Self-employed person | 22 | 5.4 | |
Farmer | 6 | 1.5 | |
Students | 279 | 68 | |
Others | 90 | 21.9 |
Factor and Indicators | Factor Loading | α | CR | AVE |
---|---|---|---|---|
Social presence | 0.95 | 0.95 | 0.82 | |
On Li ZiQi’s video website, the interactions with other users and fans were personal | 0.81 | |||
On Li ZiQi’s video site, the interactions with other users and fans were warm | 0.82 | |||
On Li ZiQi’s video site, the interactions with other users and fans were very close | 0.86 | |||
On Li ZiQi’s video site, the interactions with other users and fans were humanized | 0.83 | |||
Shopping enjoyment | 0.96 | 0.96 | 0.81 | |
I found my visit interesting | 0.83 | |||
I found my visit enjoyable | 0.81 | |||
I found my visit exciting | 0.85 | |||
I found my visit fun | 0.84 | |||
Familiarity | 0.86 | 0.87 | 0.70 | |
I often see the introduction of Li ZiQi on TV, Internet, or in books, newspapers, and magazines | 0.79 | |||
I often watch video programs of Li ZiQi | 0.85 | |||
I am very aware of the video report on Li ZiQi | 0.82 | |||
Well-being | 0.92 | 0.92 | 0.80 | |
On the whole, I am a happy person | 0.85 | |||
I am generally very satisfied with my life | 0.91 | |||
I feel good about myself and my life | 0.90 |
M | SD | 1 | 2 | 3 | 4 | |
---|---|---|---|---|---|---|
1. social presence | 3.2 | 0.948 | 1 | |||
2. shopping enjoyment | 3.6 | 1.02 | 0.666 ** | 1 | ||
3. familiarity | 3.089 | 1.09 | 0.597 ** | 0.52 ** | 1 | |
4. well-being | 3.79 | 0.859 | 0.41 ** | 0.499 ** | 0.275 ** | 1 |
Predictor Variable | Equation (1) (Outcome Variable: Well-Being) | Equation (2) (Outcome Variable: Shopping Enjoyment) | Equation (3) (Outcome Variable: Well-Being) | ||||||
---|---|---|---|---|---|---|---|---|---|
β | t | 95% CI | β | t | 95% CI | β | t | 95% CI | |
Social presence | 0.27 | 7.07 *** | [0,20, 0.35] | 0.56 | 12.28 *** | [0.47, 0.65] | 0.14 | 3.20 *** | [0.05, 0.22] |
Familiarity | 0.03 | 0.58 | [−0.06, 0.11] | 0.21 | 4.02 *** | [0.11, 0.32] | −0.02 | −0.41 | [−0.10, 0.07] |
Interactive item 1 | 0.02 | 2.79 ** | [0.01, 0.04] | 0.01 | 1.09 | [−0.01, 0.03] | 0.04 | 3.67 *** | [0.02, 0.06] |
Interactive item 2 | −0.03 | −2.59 * | [−0.05, −0.01] | ||||||
Shopping enjoyment | 0.24 | 6.01 *** | [0.16, 0.32] | ||||||
R2 | 0.016 | 0.002 | 0.012 | ||||||
F | 7.8 ** | 1.2 | 6.71 ** |
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Huang, Z.; Yan, X.; Deng, J. How Social Presence Influences Consumer Well-Being in Live Video Commerce: The Mediating Role of Shopping Enjoyment and the Moderating Role of Familiarity. J. Theor. Appl. Electron. Commer. Res. 2024, 19, 725-742. https://doi.org/10.3390/jtaer19020039
Huang Z, Yan X, Deng J. How Social Presence Influences Consumer Well-Being in Live Video Commerce: The Mediating Role of Shopping Enjoyment and the Moderating Role of Familiarity. Journal of Theoretical and Applied Electronic Commerce Research. 2024; 19(2):725-742. https://doi.org/10.3390/jtaer19020039
Chicago/Turabian StyleHuang, Zhen, Xue Yan, and Jia Deng. 2024. "How Social Presence Influences Consumer Well-Being in Live Video Commerce: The Mediating Role of Shopping Enjoyment and the Moderating Role of Familiarity" Journal of Theoretical and Applied Electronic Commerce Research 19, no. 2: 725-742. https://doi.org/10.3390/jtaer19020039