| Summary: | Live streaming has brought new opportunities for e-commerce development. As the most distinctive feature of live e-commerce is the virtual presence. How it creates a more immersive and engaging online shopping experience for consumers is a concern for academics and businesses alike. This paper reviews the relevant literature and analyzes the impact of the evolution from social presence to virtual presence on consumer behavior since the development of e-commerce, summarizing the interactions and main differences between social presence and virtual presence. The research results help e-commerce brands to better understand the differences and maximize their potential in different e-commerce models, so as to gain a deeper understanding of consumer needs and improve positive behaviors such as consumer purchase decisions and loyalty. © 2023 The authors and IOS Press.
|
|---|