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Exploring the Impact of Consumer Traits and IT Availability on Purchase Intention in Live E‐Commerce: A Two‐Phase Analysis Using PLS‐SEM and fsQCA

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  • Xin Mei Ye
  • Min Ye

Abstract

This study applied the uses and gratifications (U&G) theory to investigate how customer characteristics and IT availability affect consumers' purchase intentions, and investigated the effects of consumer factors (loneliness, real‐life avoidance, empathy, and interactivity) and technological factors (visual, meta‐acoustic, and guided) on social presence. Data from a survey of 465 Chinese live e‐commerce viewers were analyzed using partial least squares SEM modeling (PLS‐SEM) and analysis (fsQCA). The study's findings demonstrated that consumers with real‐life avoidance, empathic ability, and interactivity traits experience social presence, and that guided purchasing in the presence of IT availability facilitates social presence. Additionally, social presence mediates these three types of consumers and guides purchase intentions. We provide 12 setups that result in high purchase intention based on these findings. As a result, our research makes a significant addition to the understanding and use of live e‐commerce in online buying.

Suggested Citation

  • Xin Mei Ye & Min Ye, 2026. "Exploring the Impact of Consumer Traits and IT Availability on Purchase Intention in Live E‐Commerce: A Two‐Phase Analysis Using PLS‐SEM and fsQCA," Journal of Consumer Affairs, Wiley Blackwell, vol. 60(2), June.
    • Handle: RePEc:bla:jconsa:v:60:y:2026:i:2:n:e70058
    DOI: 10.1111/joca.70058
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    References listed on IDEAS

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