Sense of presence affects consumers’ purchase intention in live marketing: A configuration analysis

Live marketing has become a popular marketing mode, and enhancing consumers’ purchase intention in this context is a significant research area. We examined the impact of consumers’ sense of presence on their purchase intention in the live marketing setting of fresh produce. Employing fuzzy-set qualitative comparative analysis, we analyzed four dimensions of sense of presence and a set of eight influencing factors. Through this analysis, we explored the combined effects of these factors on consumers’ purchase intention and identified seven pathways that can stimulate high purchase intention. This study provides valuable decision-making insights for agricultural production enterprises, farmers, anchors, and live broadcasting platforms that can be used to develop strategies to improve consumers’ purchase intention.