Determining the role of live streamers in mobile commerce: psychological effect of social presence and risk preference

Mobile commerce (M-commerce), a part of e-commerce facilitated through smartphones, and tablets, has evolved with the integration of live streaming as a promotional tool. This study investigates the impact of mobile live streaming on users' intentions to adopt mobile payment in the context of M-commerce, exploring the psychological effects of social presence and risk preferences. Data was collected through an online questionnaire survey involving 203 online marketers and 278 mobile commerce users. The Relative Importance Index was employed for data analysis. Reliability, internal consistency, and validity of the variables are evaluated. Structural equation modeling (SEM) is a powerful statistical tool employed to understand the complex relationships among the variables discussed in the proposed hypothesis. Results reveal the significant role of live streamers in shaping mobile commerce. Users identify potential risks associated with mobile payments, highlighting the significance of addressing these concerns for widespread adoption. The study underscores the influence of live streamers' social presence on users' process of making decisions, emphasizing the need for effective mobile live streaming to enhance the overall user experience in M-commerce. The findings contribute valuable insights for live streamers seeking to promote products in the mobile commerce field. It deepens the understanding of risk preferences within the distinctive field of live streaming, providing practical recommendations for fostering trust and adoption in mobile payment systems. The novelty of the study lies in bringing innovation to the mobile commerce field by exploring users' perspectives on the psychological impacts of social and risk preferences in M-commerce.