The Impact of Live Streaming on Offline Purchase Intention: The Role of Trust and Flow Experience

Abstract:

In growing social commerce, live streaming has emerged as an important marketing tactic, enabling brands and retailers to engage directly with customers in real time. This interactive format fosters immediate communication and enhances consumer trust. However, not all products and services are well-suited for online shopping, particularly those requiring hands-on experiences, such as estaurants, hotels, and service-based industries. While live streaming can effectively attract consumer attention, its influence on offline purchase intention remains underexplored. This study investigates key live streaming factors that influence consumers’ offline purchase intention, focusing on the mediating roles of trust and flow experience. A survey was conducted with 518 consumers, and data was analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS software. Findings reveal that harmony, personalization, and fear of missing out (FOMO) positively influence offline purchase intention. Additionally, trust and flow experience serve as significant mediators, enhancing the relationship between livestreaming factors and consumer behavior. Moreover, social presence indirectly fosters trust, reinforcing its role in consumer decision-making. By extending social commerce theories, this study provides actionable insights for brands and retailers. The findings offer strategic guidance for leveraging livestreaming to drive offline purchases, particularly in industries where direct product experience is crucial.