Pakistan Journal of Commerce and Social Sciences

This study develops a framework to analyze the determinants influencing consumer buying intention in livestreaming commerce by being a pioneer that integrates socio-technical system theory with the uses and gratifications theory. This study contributes literature on understanding consumer behavior within livestreaming commerce by examining how hedonic and utilitarian gratifications mediate the influence of interactivity, personalization, and visibility on consumer purchasing intention. The research also analyses the moderating role of perception of social media influencers on the link between hedonic gratifications, utilitarian gratifications, and purchase intention. Data were collected from 396 consumers…