Live Streaming as an Interactive Medium: Examining the Role of Media Characteristics on Purchase Intention and Non- Monetary Engagement

Live streaming has emerged as a novel interactive medium, enabling direct and real-time communication with audiences. This study aims to investigate the impact of live streaming's media characteristics—including streamer attributes, product features, and platform capabilities—on users' purchase intention and non-verbal interaction. The role of these characteristics in shaping key mediating variables of trust, impulsivity, and immersion was also evaluated. In terms of purpose, the study is applied, and regarding data collection, it employs a descriptive-survey method. The statistical population consisted of users born in the 2000s (Iranian decade 1380s) who had experience watching or participating in online sales live streams. A sample of 384 individuals was selected using convenience sampling, and data were collected via a standardized questionnaire. The reliability and validity of the instrument were confirmed through statistical techniques, including Cronbach's alpha, and convergent and discriminant validity. The data were analyzed using SmartPLS software. The findings revealed that streamer attributes and platform characteristics play a significant role in fostering user trust, impulsivity, and immersion. However, the relationship between product features and immersion was not significant. It was also found that immersion alone does not guarantee purchase intention. These results indicate that creating an engaging and immersive live stream experience does not necessarily lead to a purchase decision unless accompanied by other critical factors such as trust or immediate excitement. By focusing on the new generation of digital users, this study provides valuable insights for media designers and communication professionals to optimize live streaming strategies and enhance audience engagement and conversion.