<![CDATA[Purpose: this study develops a Stimulus–Organism–Response (S-O-R) model to explain how Perceived Live Shopping Interactivity (PLSI) influences Purchase Decision through Social Presence (SP), Live Commerce Trust (LCT), and Live Shopping Customer Engagement (LSCE) in the context of MSME products. Research Method: a simulated dataset of 380 cases was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) as a preliminary dry run. LSCE was modeled as a higher-order construct comprising Cognitive Processing, Affection, and Activation.. Results and Discussion: PLSI positively influenced SP (β = 0.637) and LCT (β = 0.362), while SP positively influenced LCT (β = 0.348). LCT positively affected LSCE (β = 0.458) and Purchase Decision (β = 0.262), while LSCE positively affected Purchase Decision (β = 0.425). The results support a sequential pathway from interactivity to purchase decision through SP, LCT, and LSCE. Implications: the model provides a basis for future empirical testing and may guide MSMEs in designing more engaging and trustworthy live-shopping experiences. Originality: this study integrates social presence, trust, and multidimensional customer engagement into a sequential S-O-R mechanism for live-shopping purchase decisions.]]>
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