Xiu Cai

Recently, the live commerce market has experienced rapid growth, accompanied by increasingly intense competition. To improve business performance in this dynamic environment, it is essential to foster competent streamers and create effective commerce environments. Therefore, this study developed a research model based on the stimulus–organism–response (S-O-R) framework, focusing on streamer competencies and the commerce environment, to explore ways to effectively enhance live commerce business performance. Data for this study were collected through a questionnaire and analyzed using statistical techniques with 390 respondents. The results revealed that streamers’ competencies (expertise, demonstration skills, and interactive ability) significantly influence consumers’ internal states (perceived functional value of products and perceived trust in product recommendations), which in turn significantly influence purchase intentions. Moreover, the physical surroundings of the studio and the social surroundings, including peers’ perceptions of live commerce, were found to moderate the relationships between consumers’ internal states and their purchase intentions. This study holds academic significance in that it presents a model that effectively understands the mechanisms influencing viewers’ purchase decisions in live commerce contexts. The findings and practical implications discussed in this study are expected to provide valuable insights for developing strategies to enhance the performance of live commerce.