A Study on the influencing factors of consumers' purchase intention during livestreaming e-commerce: The mediating effect of emotion
Document Type
Article
Publication Date
5-1-2022
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.
Keywords
Live streaming e-commerce, Emotional marketing, Emotional trust, Perceived emotional value, Purchase intention
Divisions
developmentstudies
Funders
China University Industry-University-Research Innovation Fund (2020HYB08002),Funding of the Research on Regional Cross-border E-commerce Information Service Platform (2021KYCXY002)
Publication Title
Frontiers in Psychology
Volume
13
Publisher
Frontiers Media
Publisher Location
AVENUE DU TRIBUNAL FEDERAL 34, LAUSANNE, CH-1015, SWITZERLAND