THE INFLUENCE OF CONSUMERS’ SOCIAL PRESENCE ON PURCHASE INTENTION IN JEWELRY LIVESTREAM SALES
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Abstract
In recent years, the rapid development of live-streaming e-commerce has led the jewelry industry to gradually adopt it as an important sales channel. However, research on the factors influencing consumers’ purchase intentions in the context of jewelry live streaming remains relatively limited. Based on the Stimulus–Organism–Response (S-O-R) model, this study explores the impact of social presence on consumers’ purchase intentions in the jewelry industry’s live-streaming e-commerce model, and examines the mediating roles of perceived value and trust. Data were collected through a questionnaire survey yielding 670 valid responses from live-streaming consumers. Statistical software such as SPSS 29.0 was used to assess reliability and validity and to conduct hypothesis testing. The results show that social presence has a significant positive effect on purchase intention, with perceived value and trust serving as partial mediators. This study confirms the crucial role of social presence in jewelry e-commerce live streaming and offers practical recommendations to enhance live interaction and authenticity to strengthen consumers’ perceived value and trust. The findings provide both theoretical support and practical guidance for the development of the jewelry industry in the realm of e-commerce live streaming.
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