Product involvement as a moderator: Linking online social interaction toward hotel booking intentions in shopping commerce

With the rapid development of e-commerce and social media, online social interaction has become an important factor affecting consumer purchasing decisions. The objectives of this research were, 1) Explore the direct impact of online social interaction on consumers’ hotel booking decisions. 2) To investigate how different customer groups by age, education, level of tech proficiency react to social contact and product involvement. And 3) To examine the moderating role of product involvement between online social interaction and consumers’ hotel booking decisions in Chinese Live streaming Commerce. This quantitative investigation used a questionnaire to collect data from 398 live streaming commerce consumers in China. Analyze data using percentages, means, variance, and standard deviations. For hypothesis. Testing was performed used correlation and regression analysis. The research results indicate that online social interaction significantly affects consumers' hotel booking intention, (R2 =0.414 ) and product involvement plays a moderating role (R2 = 0.492) in this effect via online social interaction and consumers' hotel booking intentions. When the degree of product involvement is high, the impact of online social interaction on purchase intention is more significant. This study enriches existing theoretical models and deepens the understanding of consumer behavior, provides empirical evidence for enterprises to formulate marketing strategies. By strengthening online social interaction and appropriately increasing consumer involvement, businesses can effectively enhance customers' hotel booking decisions.