The Influence of Social Interaction on Buying Interest with Immersion as a Mediation Variable on Social Commerce Live Streaming

Oct 13, 2025 by wbrum.org 126 views

The Influence of Social Interaction on Buying Interest with Immersion as a Mediation Variable on Social Commerce Live Streaming

Introduction

In today's digital age, the way we interact and shop has undergone a significant transformation. The rapid development of technology has given rise to innovative platforms that combine social interaction with direct shopping experiences. One such platform is Social Commerce Live Streaming, which has revolutionized the way businesses connect with their customers. This platform allows for two-way communication between sellers and buyers, making social interaction a crucial aspect of the shopping experience. In this context, social interaction plays a vital role in influencing consumer buying interest. This research aims to explore the impact of social interaction on purchasing interest, with immersion as a mediation variable.

The Importance of Social Interaction in Social Commerce Live Streaming

Social interaction is a vital component of social commerce live streaming, as it enables sellers to connect with their customers on a personal level. Live streaming functions as a promotional medium that allows for real-time communication between sellers and buyers. This two-way communication facilitates a more engaging and interactive shopping experience, which can significantly influence consumer buying interest. By creating an environment that fosters social interaction, businesses can build trust and rapport with their customers, ultimately leading to increased purchasing interest.

The Role of Immersion in Social Commerce Live Streaming

Immersion is a critical aspect of social commerce live streaming, as it enables customers to feel more connected and engaged with the shopping experience. Immersion can be achieved through various means, such as interactive elements, interesting content, and triggers that stimulate curiosity. When customers feel immersed in the shopping experience, they are more likely to make buying decisions. This research aims to explore the role of immersion as a mediation variable, examining its impact on purchasing interest and its relationship with social interaction.

Methodology

This study employed a quantitative approach, involving 500 respondents. Data collection was conducted using a Likert scale, which assessed aspects of buying interest, social interaction, and immersion. The results of this study provide valuable insights into the dynamics of social interaction in the context of social commerce live streaming.

Analysis of Research Results

The results of this study revealed a significant relationship between social interaction and purchasing interest. This finding confirms the importance of creating an interactive shopping experience and emotionally involving consumers. When consumers feel connected through positive social interaction, they are more likely to make buying decisions. The results also showed that immersion plays a crucial role in facilitating the effect of social interaction on purchasing interest.

The Mediation Role of Immersion

The value of the mediation coefficient found in this study (0.147) is smaller than the direct effect coefficient value (0.240). This finding suggests that although immersion functions as a mediator, the direct influence of social interaction on purchasing interest remains significant and stronger. These results provide important implications for marketers and business people in the world of social commerce.

Implications for Marketing Practices

By understanding the effect of social interaction and immersion, business people can design a more effective marketing campaign. Holding live streaming sessions with interactive elements, such as question and answer sessions, polls, or lotions, can increase social interaction and make consumers feel more involved. In addition, creating interesting content and triggers that stimulate curiosity can strengthen immersive experiences, which in turn can increase buying interest.

Conclusion

This research provides valuable insights into the dynamics of social interaction in the context of social commerce live streaming. By utilizing social interaction as a tool to build immersion, businesses can maximize the potential for consumer buying interest, as well as creating a stronger relationship between brands and customers. This is an important step in the current digital age, where positive customer experience is the key to success in doing business.

Recommendations for Future Research

Future research should explore the impact of social interaction and immersion on consumer behavior in different contexts, such as e-commerce and social media. Additionally, researchers should investigate the role of other variables, such as emotions and motivations, in influencing consumer buying interest.

Limitations of the Study

This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only examined the impact of social interaction and immersion on purchasing interest, without considering other factors that may influence consumer behavior.

Future Directions

Future research should aim to overcome the limitations of this study by increasing the sample size and exploring the impact of other variables on consumer behavior. Additionally, researchers should investigate the role of social interaction and immersion in different contexts, such as e-commerce and social media.

References

[List of references cited in the study]

Appendix

[Additional materials, such as tables, figures, and questionnaires, used in the study]
Q&A: The Influence of Social Interaction on Buying Interest with Immersion as a Mediation Variable on Social Commerce Live Streaming

Introduction

In our previous article, we explored the impact of social interaction on purchasing interest in the context of social commerce live streaming. We also examined the role of immersion as a mediation variable in facilitating the effect of social interaction on purchasing interest. In this Q&A article, we will address some of the most frequently asked questions related to this topic.

Q: What is social interaction, and how does it influence purchasing interest?

A: Social interaction refers to the exchange of information, ideas, and emotions between individuals in a social setting. In the context of social commerce live streaming, social interaction can take many forms, such as live chat, comments, and Q&A sessions. When consumers feel connected through positive social interaction, they are more likely to make buying decisions.

Q: What is immersion, and how does it relate to social interaction and purchasing interest?

A: Immersion refers to the state of being fully engaged and absorbed in an experience. In the context of social commerce live streaming, immersion can be achieved through interactive elements, interesting content, and triggers that stimulate curiosity. When consumers feel immersed in the shopping experience, they are more likely to make buying decisions.

Q: How can businesses use social interaction and immersion to increase purchasing interest?

A: Businesses can use social interaction and immersion to increase purchasing interest by creating interactive live streaming sessions, such as Q&A sessions, polls, and lotions. They can also use interesting content and triggers that stimulate curiosity to strengthen immersive experiences.

Q: What are some common mistakes businesses make when using social interaction and immersion in social commerce live streaming?

A: Some common mistakes businesses make include:

Failing to engage with their audience through live chat and comments
Not creating interactive elements, such as Q&A sessions and polls
Not using interesting content and triggers that stimulate curiosity
Not measuring the effectiveness of their social interaction and immersion strategies

Q: How can businesses measure the effectiveness of their social interaction and immersion strategies?

A: Businesses can measure the effectiveness of their social interaction and immersion strategies by tracking metrics such as engagement rates, conversion rates, and customer satisfaction. They can also use tools such as social media analytics and customer feedback surveys to gain insights into their audience's behavior and preferences.

Q: What are some best practices for businesses to follow when using social interaction and immersion in social commerce live streaming?

A: Some best practices for businesses to follow include:

Creating interactive live streaming sessions that engage their audience
Using interesting content and triggers that stimulate curiosity
Measuring the effectiveness of their social interaction and immersion strategies
Continuously monitoring and adjusting their strategies to meet the changing needs and preferences of their audience

Q: What are some future directions for research on social interaction and immersion in social commerce live streaming?

A: Some future directions for research include:

Exploring the impact of social interaction and immersion on consumer behavior in different contexts, such as e-commerce and social media
Investigating the role of other variables, such as emotions and motivations, in influencing consumer buying interest
Developing new metrics and tools for measuring the effectiveness of social interaction and immersion strategies

Conclusion

In conclusion, social interaction and immersion are critical components of social commerce live streaming that can significantly influence purchasing interest. By understanding the impact of social interaction and immersion, businesses can design more effective marketing campaigns and create stronger relationships with their customers. We hope that this Q&A article has provided valuable insights and practical advice for businesses looking to leverage social interaction and immersion in their social commerce live streaming strategies.