A Study on the Influencing Factors of Consumers' Purchase Intention During Livestreaming e-Commerce: The Mediating Effect of Emotion

Abstract

With the deep popularity of mobile Internet, the “eyeball economy” is more active than ever. Driven by powerful modern media, livestreaming, as a new form of attracting public attention to obtain economic benefits, is worth studying its influence path on consumers. Based on the technology acceptance model and the mediating effect of emotion, this study constructs the consumer influencing factor model of livestreaming e-commerce. The research model and related hypotheses are verified by SPSS and linear multiple regression models. The research found that emotional trust and perceived emotional value could be regarded as mediating variables to stimulate consumers' purchase intention in livestreaming e-commerce. They have a full mediating effect on product and atmosphere and a partial mediating effect on homogeneity and promotion, which identifies that online celebrity's homogeneity, and sales promotion could influence consumers' purchase intention through the partial mediating role of emotional trust and perceived emotional value, while product and atmosphere induced by emotional contagion could exert influence on consumers' purchase intention through the full mediating effect of emotional trust and perceived emotional value.

How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions

“…Third, this research sheds light on the relationships between social presence and consumer purchase intentions by considering both the mediating and moderating process. Social presence is a hot topic that has recently attracted the attention of academia (Wang, 2020;Zhou et al, 2021). Previous research has mainly focused on realtime business trends, branding theories, and so on.…”

What is a retail brand - a systematic review of terms and definitions

“…In that sense, they are more like online endorsers (Liu et al. , 2020), opinion leaders or influencers (Zhou and Tong, 2022) than retailers. However, existing literature does not give clear information about their research objects – whether the online celebrities or live-streamers operate like pure endorsers or typical retailers.…”

“…This is because many online celebrities and live-streamers demonstrate, try, recommend, or introduce the manufacturers' products to their viewers, and in doing so receive commission fees from manufacturers fees (Wang and Zhang 2022), instead of receiving a direct payment from customers. In that sense, they are more like online endorsers (Liu et al, 2020), opinion leaders or influencers (Zhou and Tong, 2022) than retailers. However, existing literature does not give clear information about their research objects -whether the online celebrities or live-streamers operate like pure endorsers or typical retailers.…”

How attachment affects users’ continued use intention of tourism mobile platform: A user experience perspective

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