Abstract:

The evolution of information and communication technology has had a significant impact on business models. One of these changes is live commerce, which involves the sale of products through live broadcasts and allows for interaction with the customer in real time. The study was quantitative, non-experimental and explanatory, and involved a sample of 147 users. The results showed that the proposed theoretical model is adequate. The Chi-square result was ( 225; df=155; p<0.001, CFI = 0.942; TLI = 0.928; RMSEA = 0.056; SRMR = 0.062; = 1.45. This study provides an explanatory model that will contribute to the decision-making process of companies that sell products in real time.