Abstract
The purpose of this study is to examine the links between interpersonal interaction perception, perceived value and purchase intention in e-commerce live broadcasting in China. The mediating effect of perceived value on the relationship between consumer-anchor interaction (CAI) and consumer-consumer interaction (CCI), and purchase intention is explored. Additionally, the moderating effect of presence on the relationship between perceived value and interpersonal interaction perception is also investigated into. The Hayes' Process macro is utilized as an analysis tool, and the data are gathered via an online survey. It is found that both CAI and CCI are both important in increasing perceived value and purchase intention. Besides, perceived value enhances purchase intention while presence acts as a moderator in the relationship between consumer perceived value and interpersonal interaction perception, making the relationship stronger when presence is high and weaker when presence is low. In this way, the results of the study contribute to the current literature of interpersonal interaction under the mode of e-commerce live broadcasting. Employing interpersonal interaction techniques to improve consumers' perceived value and purchase intention will also be advantageous to enterprises engaged in e-commerce live broadcasting.