ABSTRACT
This paper examines the relationship between consumer loneliness, boredom, telepresence, influencer-brand image congruence and purchase intention by investigating consumers of live commerce during the COVID-19 period. With the help of an online survey website, survey data was gathered on 550 Chinese customers who experienced live commerce shopping in China. Although previous studies have shown that consumer boredom and loneliness have an impact on purchase intention, the mechanism of influence remains unclear. As a result, additional research is needed to study the link between boredom and loneliness and customer purchase intention. Consumers' purchase intention was influenced by their feelings of loneliness and boredom. Telepresence played a mediating role in the impact of loneliness and boredom on purchase intention. Influencer-brand image congruence played a moderating role in the impact of consumers' boredom on purchase intention. The study results contribute to the research of factors impacting consumers' purchase intention. In addition, this study can help live commerce merchants better understand the impact factors of consumers' purchase intention and contribute to the development of live commerce.