What Drives Consumer Engagement and Purchase Intentions in Fashion Live Commerce?

Kihyang Han and Hyeon Jo ()
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Kihyang Han: Department of Fashion Design, College of Design, Konkuk University, Chungju-si 27478, Chungcheongbuk-do, Republic of Korea
Hyeon Jo: Headquarters, HJ Institute of Technology and Management, 31 Gangnam-daero 92-gil, Gangnam-gu, Seoul 06134, Republic of Korea

Sustainability, 2025, vol. 17, issue 13, 1-20

Abstract: Fashion live commerce has rapidly emerged as a compelling format that blends entertainment, real-time interaction, and product promotion. However, limited research has examined how specific experiential and perceptual factors influence consumer behavior in this context. This study aims to identify the key psychological and environmental drivers of satisfaction, continued platform use, and purchase intention among viewers of fashion live commerce. Using the stimulus–organism–response framework, this research focuses on the effects of perceived credibility, social media influencer characteristics, informativeness, internal shop environment, and monetary savings. Data were collected from 300 users of fashion live commerce platforms and analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that all predictor variables significantly influence either satisfaction or current use, and both satisfaction and current use significantly predict purchase intention. Among the factors, satisfaction plays a central role, acting as a strong predictor for both current engagement and future buying decisions. These findings offer theoretical insights into consumer engagement in live commerce and provide practical guidance for streamers, marketers, and platform designers aiming to improve user experience and conversion rates. This study contributes to understanding the evolving dynamics of digital shopping environments shaped by social and emotional interactions.

Keywords: consumer behavior; fashion live commerce; informativeness; purchase intention; satisfaction; streamer credibility (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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