The Impact of immersion on consumers' purchase intention: A moderated mediation model mediated by trust and moderated by shopping involvement

This study aims to investigate the psychological mechanism through which immersive experiences influence consumers' purchase intention in live-streaming commerce, drawing on the Stimulus-Organism-Response (SOR) framework. While immersion is recognized as a core feature of live-streaming commerce, the psychological pathways linking immersion to purchase intention, particularly the mediating and moderating mechanisms underlying this relationship, remain underdeveloped. To address this gap, the study constructs a moderated mediation model in which trust mediates the relationship between immersion and purchase intention, while shopping involvement moderates the mediation path. By integrating key theories in consumer psychology and digital commerce, this study clarifies how immersive stimuli shape internal psychological states and subsequent behavioral intentions. The findings contribute to extending the SOR framework in Asian digital consumption contexts and provide psychological insights for live streaming practitioners to optimize immersive experiences and design audience-segmented strategies based on consumers' shopping involvement levels. • This study examines how immersion influences purchase intention in live streaming commerce based on the SOR framework. • Trust plays a mediating role between immersion and consumers' purchase intention in live streaming scenarios. • Shopping involvement moderates the indirect effect of immersion on purchase intention via trust. • Findings provide psychological insights and practical implications for live Streaming commerce research and practice.