The Power of Persuasion Behind the Screen: A Preliminary Exploration of Consumer Psychological Influence in Live Commerce

Abstract

In a modern era with full of technologies nowadays, live commerce has swept across Asia, especially in markets such as China, Malaysia, and Indonesia, emerging as a dominant force in new-age retail. Consumers have shifted from the classic ways such as traditional TV shopping to real-time livestream purchases, transitioning from rational comparison to emotional decision-making, and from brand loyalty to streamer trust. This paper centers on communication psychology, examining the socio-cultural foundation and platform mechanics behind the rise of live commerce. It proposes a conceptual framework based on the Stimulus-Organism-Response (SOR) model, analyzing how livestreaming stimulates consumer desire, builds brand trust, and fosters repeat purchasing through media interactivity, social presence, and persona construction. Without field surveys or questionnaires, the study relies on structured observation, literature synthesis, and representative case reasoning to establish a pathway model of psychological influence under digital communication environments.