التكامل الاقتصادي
Volume 14, Numéro 2, Pages 204-223
2026-06-12
The Impact Of Live Streaming Interactivity And Consumer Engagement On Purchase Intention: An Empirical Study In The Algerian Context
Authors : Meziane Abdelkader .
Abstract
This study investigates the impact of live streaming interactivity on purchase intention in Algeria using the Stimulus Organism Response (S–O–R) framework. It analyzes four stimuli: streamer credibility , price attractiveness , return guarantees , and platform stability . Data from 393 Algerian consumers were analyzed using Structural Equation Modeling (SEM). Results indicate that price attractiveness (PRCE), return guarantees (GRNT), and platform stability (PLTF) significantly drive both monetary (ENGM) and non-monetary engagement (ENGN). Interestingly, non-monetary engagement emerged as the strongest predictor of purchase intention, while streamer credibility showed no significant effect. This suggests that Algerian consumers prioritize "systemic trust" and pragmatic value over relational affinity in digital markets
Keywords
Live Streaming; Consumer Engagement;Purchase Intention; S-O-R model ; Streamer characteristics ;Platform Model.
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