AUTHOR=Ma Xiaoli , Jin Junna , Liu Yunrun TITLE=The influence of interpersonal interaction on consumers’ purchase intention under e-commerce live broadcasting mode: The moderating role of presence JOURNAL=Frontiers in Psychology VOLUME=14 YEAR=2023 URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2023.1097768 DOI=10.3389/fpsyg.2023.1097768 ISSN=1664-1078 ABSTRACT=
The purpose of this study is to examine the links between interpersonal interaction perception, perceived value and purchase intention in e-commerce live broadcasting in China. The mediating effect of perceived value on the relationship between consumer-anchor interaction (CAI) and consumer-consumer interaction (CCI), and purchase intention is explored. Additionally, the moderating effect of presence on the relationship between perceived value and interpersonal interaction perception is also investigated into. The Hayes’ Process macro is utilized as an analysis tool, and the data are gathered