Exploring live shopping dynamics: Insights from purchase intention using structural equation modelling

Live shopping is emerging as a prominent trend in marketing strategy. While it has reached an advanced stage of integration in Asian countries such as China, in Spain, it is still in its nascent phase of diffusion and adoption. Given this disparity, the objective of this paper is to scrutinise the determinants of users' purchase intentions, delving into their perceptions of this marketing strategy. Employing the PLS-SEM technique, the results derived from the analysis of information provided by 122 volunteers residing in Spain reveal that the utility of information presented in live shopping, along with the entertainment and sense of immersion it provides, directly influences the purchase intentions of social media users. In contrast, brand–consumer interactivity exerts only an indirect effect in this context, primarily mediated by the entertainment and sense of immersion experienced by the consumer.