Nowadays, social network sites have evolved into the primary online shopping channels, referred to as social commerce or s-commerce. Many small individual sellers have embraced live-streaming platforms, for example, Facebook live which broadcast videos in the real time, as a direct sale tool in s-commerce. This study focused on how social interaction, influencer endorsement, and value of time impact to consumer attitude and purchase intention toward the small and medium online enterprises by using Facebook live to sell their products. The stopping rules, parasocial interaction theory, and social interaction theory are collaborated in this study. To test the result, we use experimental research to execute a factorial design 2x2x2. Explicating the role of live stream in improving sales and purchasing intention. The results suggest that if suppliers provide the beneficial information with the effective amount of time, influencer, and social interaction between audiences and streamers, it will influence to the live streaming customer’s attitude in the positive way toward the product that streamer presented and lead to increasing in purchase intention.

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