With the intensification of competition, it is of great significance for businesses and platforms to explore the formation and transformation mechanisms of deep consumer engagement and purchase behavior in an e-commerce live streaming environment. With the help of Hovland’s persuasion theory and the uses and gratifications theory, this study constructed a model of these formation and transformation mechanisms via the grounded theory coding of interview data from 42 consumers. Our study shows that demand drives consumers to use e-commerce live streaming, and attraction factors, such as the e-commerce anchor (source), the product message (message), and the live streaming medium (channel), can influence consumers’ attitudes, thus reinforcing deep engagement and purchase behavior. This behavior creates feedback to consumer demand generates new purchase motivation in the consumer, and eventually, forms new purchase behavior. Finally, the theoretical contribution of this study to understanding consumer behavior in e-commerce live streaming is discussed; it could be of practical use for merchants and platforms and also highlights directions for future research.
Abstract. This paper uses the principles of business ecology to analyze the problems in China*s e-business construction and probe in the ways for enterprises in different niches to carry out e-business construction. The ebusiness construction is not the isolated behavior of certain one enterprise and full consideration should be taken into the relations between upper stream and down stream enterprises to form e-business ecosystem. The keystone role of the keystone enterprises in forming e-business ecosystem should be brought into full play. The existence of a great number of nicher enterprises marks a healthy e-business ecosystem, and the dominatmg enterprises should be restricted and then transformed into the keystone enterprises. Different enterprises in different niches should have different e-business strategies. The hetero-organizations of the government are of great importance to the formation and health of ebusiness ecosystem.
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