Understanding Consumers' Purchase Intention and Gift-Giving in Live Streaming Commerce: Findings from SEM and fsQCA

Live streaming commerce has experienced tremendous growth over the past few years. Although research increasingly investigated phenomenon of live as e-commerce, it is arguably essential to determine why consumers make purchases through and send paid gifts streamers. This study aims understand users' social purchase intentions gift-giving according uses gratification perspective, engagement, extends literature by identifying five gratifications for media how viewers' engagement affects gift-giving. We tested hypothesis among 525 Indonesians who watch Structural Equation Modeling (SEM) fuzzy set Qualitative Comparative Analysis (fsQCA). The results SEM confirm importance pass-times habits consumer in streaming. In this sequence, role (emotional, presence, immersion) was confirmed significantly influence intention intention. fsQCA provide theoretical insight practical suggestions increasing our understanding complex interconnectivity uses, factors, intentions, intentions. Finally, also highlighted configurational conditions behaviors commerce. Doi: 10.28991/ESJ-2022-06-03-03 Full Text: PDF