What motivate consumers’ purchase intention and the intention to continue watching in livestream shopping

Pei Li, Charles Spence () and Chunmao Wu ()
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Pei Li: Shanghai University of Engineering Science
Charles Spence: University of Oxford
Chunmao Wu: Donghua University

Palgrave Communications, 2025, vol. 12, issue 1, 1-14

Abstract: Abstract A growing number of companies are adopting livestream shopping as a means of recommending their products to consumers. However, the question of whether the purchase intention for sustainable clothing amongst consumers can be increased by livestream shopping remains unclear. Therefore, the present study was designed to clarify the relationship between cognitive reactions (vividness, attractiveness, flow, and multisensory cues), emotion (arousal, pleasure), and behaviour (intention to continue watching, purchase intention) during livestream shopping for sustainable clothing. Factor analysis and structural equation model are adopted to analyse the data. The effect of social sharing, ‘stickiness’, and social presence are also explored in a research model. In this study, people’s cognitive reactions were found to have positive impacts on the emotion that consumers associate with sustainable clothing in the context of livestreaming shopping. Moreover, both arousal and pleasure mediated the relationship between cognitive reactions and behavioural intention, while stickiness mediated the relationship between cognitive reactions and purchase intention, and social presence positively impacts people’s intention to continue watching. Social sharing significantly affects purchase intention. These results therefore provide brands and companies with a number of actionable insights to adopt appropriate marketing strategies in the context of livestream shopping.

Date: 2025
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DOI: 10.1057/s41599-025-05363-0

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