Explore the Feeling of Presence and Purchase Intention in Livestream Shopping: A Flow-Based Model

Round 1

Reviewer 1 Report

The authors built an empirical model to test the relationship between feeling of presence and live streaming shopping intention based on the flow theory.

My greatest concern is that the contribution of the study is unclear. The authors do not provide a clear statement in the introduction about the gaps in existing research and how the current study fills them. Since concentration, perceived control, and enjoyment have received intensive attention in past flow-based studies, then the contribution of this study is limited by applying only these three dimensions to live shopping situations and identifying two types of presence as antecedents. Therefore, it is suggested that the authors provide a more logical and clear exposition of the story line in the introduction section, as well as provide a table in the literature review section to sort through past relevant literature while highlighting the uniqueness of this study. In addition, there are some issues that need to be clarified by the authors.

1. Does the education of the sample, which shows that 90% of the responders have a bachelor's degree or higher, correspond to the actual live shopping population? As far as I know, the education distribution of this sample is substantially higher than the actual demographic profile of the population. I would appreciate a reasonable explanation from the authors.

2. For the questionnaire items, the authors only listed some representative questions, could a table be provided in the appendix or in the text to show all the questions and reference sources.

3. The authors used AMOS 23.0 to conduct some basic statistical tests and validity analyses, however, I wonder why the authors did not continue to use AMOS for structural equation modeling?

4. The study lacks the consideration of moderating variables, making the boundary conditions of the influence relationship ambiguous.

5. The authors employed Harman’ single factor test to check the common method bias, which does not provide a very strong evidence. Can the authors do a common method bias analysis of the model using Liang et al.'s (2007, pp.71) method?

Liang H., Saraf N., Hu Q. & Xue Y. (2007). Assimilation of enterprise systems: The effect of institutional pressures and the mediating role of top management. MIS Quarterly, 31(1), 59-87.

Author Response

thanks a lot for your valuable comments. Please refer to the attached file for our detailed responses. Really appreciate your suggestions and insights.

Author Response File: Author Response.pdf

Reviewer 2 Report

Please see attached

Comments for author File: Comments.pdf

Author Response

Dear Reviewer,

We are very grateful for your very detailed and constructive comments. Following the notes in your review report, we have revised the manuscript as suggested. Please refer to the revised the paper for highlighted changes. We believe the paper has been much improved after integrating your comments.

Thanks a lot,

 

Round 2

Reviewer 1 Report

I am grateful to the authors for responding to my concerns and for the revisions made to the paper. I am generally satisfied with the author's revisions, and my opinion is to accept for publication.