Optimizing the Impact of Virtual Presence on Live Streaming Consumer Behavior

Abstract One of the core advantages of live-streaming e-commerce lies in its ability to provide consumers with real-time demonstrations and interactive experiences, generating a strong sense of virtual presence. However, optimizing this virtual presence is a crucial strategy influencing positive consumer behavior. In this dynamic environment, employing literature analysis and case studies, we explore the intrinsic factors of virtual presence, categorizing them into four dimensions: live streamer, streaming assistant, consumer, and virtual environment. From the live streamer's perspective, building a strong IP (Intellectual Property) and fostering deep interaction; from the streaming assistant's perspective, seamless collaboration with the anchor and real-time interaction with users; from the consumer's perspective, encouraging user-generated content and sharing, gamified interactions; and from the virtual environment perspective: comprehensive presentation and technology-enabled visual enhancements. By optimizing each dimension of virtual presence, the aim to enhance consumer engagement, immersion, and entertainment, foster social interaction and community development, and influence positive behaviors such as purchase intent.