ScholarWorks@숙명여자대학교

초록

Purpose: Grounded in the stimulus–organism–response framework and psychological ownership theory, this study investigates how social presence in ecommerce livestreaming shapes consumers’ willingness to pay for green products. We conceptualize social presence as comprising communicative presence, emotional presence, and copresence, and propose that these dimensions enhance green payment intentions via green psychological ownership, with green skepticism as a boundary condition. Research design, data and methodology: Survey data from 645 Chinese consumers with livestream shopping experience on major platforms were analyzed using structural equation modeling and bootstrapping. Results: The results show that all three dimensions of social presence significantly increase green psychological ownership, which in turn promotes willingness to pay for green products, with communicative presence exhibiting the strongest indirect effect. Moreover, green skepticism weakens the positive impact of green psychological ownership on green payment intentions. Conclusions: These findings extend research on social presence and psychological ownership to the context of livestreamed green consumption and offer implications for designing more credible green livestreaming strategies.

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