This study examines the effects of the mobile-phone website colored contrasts and the affective states of the consumer (emotions and moods) and trust respectively on intention to revisit, buy on and recommend the mobile website. For this purpose, a factorial plan 2x2 was developed and a mobile website, with two different alternatives, was designed especially for the experiment: positive contrast (yellow text on green background) and negative contrast (green text on yellow background). The research was conducted on French consumers. 312 valid responses were collected through online and personal survey questionnaires. Data was analysed using the method of structural equations. The results show the significant effects of mobile website's color contrast on behavioral intentions. Perceived dominance and trust towards the website have positive effects on behavioral intentions, whereas mood has non-significant effects on behavioral intentions. Managerial implications are discussed.

Cette recherche propose un modèle intégré expliquant comment la confiance du consommateur et l'expérience de flow s’articulent de manière complémentaire dans le processus d’intention d’achat lors du live streaming commerce (LSC). Ce modèle, fondé sur les théories de l’échange social et du flow, introduit deux routes principales : la route cognitive établit le lien entre les caractéristiques du streamer et la confiance envers le produit et la route affective associe les caractéristiques du LSC à l’expérience de flow. Une troisième route qualifiée de mixte représente la relation entre la confiance et l’expérience de flow. Cette route mixte illustre les mécanismes séquentiels conduisant à l’intention d’achat en ligne. Dans un premier temps, une étude qualitative a permis de consolider la pertinence des concepts intégrés dans le modèle de recherche. Par la suite, une étude quantitative réalisée en France auprès de 555 répondants a permis de tester le modèle proposé. Les résultats révèlent la médiation totale de la confiance concernant l’effet des caractéristiques du streamer sur l’intention d’achat. Ils montrent également la médiation totale de l’expérience de flow. La confiance représente ainsi une base cognitive nécessaire mais insuffisante pour accroître l’intention d’achat en ligne. Ce n’est que par son effet médiatisé via l’expérience de flow que cette intention s’intensifie. La mise en évidence de l’articulation entre la confiance (cognition) et le flow (affect) éclaire les mécanismes sous-jacents à l’intention d’achat en ligne et ouvre de nouvelles perspectives de recherche.

Purpose: Live streaming commerce is an emerging shopping channel that facilitates real-time, two-way interaction not only between consumers and vendors, but also among consumers. This study conceptualizes Online Live Streaming Interaction (OLSI) as a multidimensional construct, grounded in social presence theory, and develops a measurement tool that captures the unique dynamics of interactions in live streaming environments. Design/methodology/approach: The study follows a rigorous, four-step process for scale development and validation. Inductive and deductive methods were employed for item generation. Quantitative data were then collected from 394 Chinese participants and 159 French participants, ensuring cross-cultural relevance. The data were analyzed using exploratory and confirmatory factor analyses to assess the reliability and validity of the scale. Findings: The results establish the OLSI scale as a multidimensional construct encompassing six key dimensions: online discussion engagement, streamer-viewer interactions, preference for online social interactions, communication effectiveness for streamers, online interaction propensity, and perceived value of the online community. Research limitations/implications: This study's primary limitation is its limited exploration of nomological validity, future research should investigate the relationships between the OLSI dimensions and behavioral outcomes (e.g. purchase intention, satisfaction, loyalty). Practical implications: The findings provide practical insights for managers and enable them to develop content and engagement strategies that align with audience preferences; this will lead to both an optimization of communication and enhancement of viewer experiences. Originality/value: This study provides a comprehensive framework for understanding the unique interaction dynamics within live streaming commerce and offers a robust measurement tool for future research.