<![CDATA[The rapid growth of live streaming commerce has transformed online shopping into a highly interactive experience, where both streamers and viewers actively participate in the purchasing process. Within this context social presence plays a crucial role in shaping consumers’ perceptions of risk and emotional responses. This study investigates the influence of social presence of streamer and social presence of viewer on consumers’ perceived risk and affective intensity in the setting of Shopee Live in Indonesia. A quantitative survey was conducted with 178 respondents who had prior experience shopping through Shopee Live and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal social presence of the streamer has a significant negative effect on perceived risk but has no significant effect on affective intensity. In contrast, social presence of viewers has a significant negative effect on perceived risk and a significant positive effect on affective intensity. These results highlight the distinct functions of the dimensions of social presence: streamers play a more dominant role in reducing consumer uncertainty, whereas viewers serve a dual function by mitigating perceived risk and enhancing emotional intensity. Theoretically, this study extends the existing literature by highlighting the differential contributions of streamers and viewers in shaping consumers’ cognitive and affective evaluations. Practically, the findings provide implications for platform managers and streamers to enhance the quality of interactions while fostering viewer-to-viewer engagement, thereby creating more convincing and emotionally engaging shopping experiences.]]>
