<p>In recent years, video marketing through livestream platforms, such as Tiktok, Kwai and Microblog etc., has become the main way of e-commerce enterprises, particularly in China. Mainly through the strong recommendation of internet celebrities or livestream influences by influencers and followers’ interaction, this marketing model enhances the consumer social presence and increases brand promotion and product sales. Livestreaming helps retailers to build mutual trust between internet influencers and fans in a virtualized internet environment, creating a close and intimate internet community, and ultimately turning fans or followers into customers or potential customers. Building upon self-determination theory and closeness theory, this study attempts to explore the underlying theoretical mechanism between the relationship of social presence and consumer stickiness. The empirical results show that in a virtual shopping environment, the stronger the consumer’s social presence, the stronger the stickiness to the shopping platform. Consumers’ trust level mediates the relationship between social presence and consumer stickiness. Closeness level affects consumer stickiness by regulating the second half of the path of the mediating role of trust level.</p>