Asia Pacific Journal of Information Systems (APJIS)

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Current Issue

Date	December 2025
Vol. No.	Vol. 35 No. 4
DOI	https://doi.org/10.14329/apjis.2025.35.4.866
Page	866~895
Title	Exploring Consumer Involvement: A Hybrid SEM-ANN Approach to Live-Commerce Interactivity
Author	Muskan Miglani Aggarwal, Nilesh Arora
Keyword	Live Commerce, Purchase Intention, Affective Involvement, Cognitive Involvement, Interactivity, Flow
Abstract	As a new trend, live commerce offers a unique ecosystem within digital platforms reshaping consumer interactions that facilitates real-time product evaluation and informed decision-making. The theoretical lens, grounded in the S-O-R framework and involvement theory, investigates the interactivity factors of the live-streamer and the live platform. The data was collected from 448 live commerce users to empirically test the conceptual model. Using hybrid SEM-ANN analysis, the findings reveal that the perceived similarity, expertise, and familiarity of the streamer, as well as synchronicity & two-way communication, positively influence consumers’ cognitive and affective involvement. Specifically, perceived similarity showed the strongest influence on involvement. However, the relationship between active control and consumer involvement couldn’t be established. In particular, affective involvement exerted a relatively stronger impact on purchase intention than either flow or cognitive involvement. The findings offer insights on essential strategic decisions for e-retail platform investing in live commerce.