Although live social commerce apps have emerged as a marketing channel recently, live social commerce, as a relatively new phenomenon, has attracted little attention. The authors aim to explore the effect of live interactions on social commerce engagement based on the stimulus–organism–response paradigm and the moderating effect of susceptibility to informative influence. The findings show that live interactions (i.e., personalization, responsiveness, entertainment, mutuality, perceived control) positively affect perceived usefulness and negatively impact perceived risk and psychological distance, promoting social commerce engagement. The results provide theoretical insights on live interactions and social e-commerce and contribute managerial implications for practitioners.

尽管实时社交商务应用程序最近已成为一种营销渠道，但作为一种相对较新的现象，实时社交商务却很少受到关注。作者的目的是基于刺激－有机体－响应范式和易感性对信息影响的调节作用，探讨实时互动对社会商业参与的影响。研究结果表明，实时互动（即个性化，响应能力，娱乐性，互助性，感知控制力）对感知有用性产生积极影响，对感知风险和心理距离产生负面影响，从而促进了社会商业参与。结果为现场互动和社交电子商务提供了理论见解，并为从业人员带来了管理上的启示。