Consumer Behavior

How Does Live Commerce on Social Media Influence Consumer Happiness? Examining the Roles of Mindfulness and Flow Experience

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Abstract

Live commerce on social media integrates real-time interaction, entertainment, and purchasing, yet its psychological mechanisms remain insufficiently understood. Drawing on Flow Theory, this study examines how key livestreaming features—interactivity, entertainment, and message credibility—influence consumers’ flow experience and happiness, while also exploring the moderating role of mindfulness. Survey data from 678 U.S. consumers indicate that livestreaming features positively affect both flow and happiness. Flow experience significantly enhances consumer happiness, which in turn increases satisfaction, purchase intention, and continued usage intention. Interestingly, mindfulness negatively moderates several relationships, suggesting that highly mindful consumers engage in live commerce with greater critical awareness, reducing emotional intensity. By integrating flow, happiness, and mindfulness into a unified framework, this study advances social commerce research and provides practical implications for designing immersive, credible, and sustainable live commerce experiences in digital retail environments.

Keywords: live commerce, social commerce, flow theory, happiness, mindfulness, consumer engagement

How to Cite:

Shin, E. & Cho, H., (2025) “How Does Live Commerce on Social Media Influence Consumer Happiness? Examining the Roles of Mindfulness and Flow Experience”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21898