Impact of Venue Atmosphere on Brand Intimacy In E-Commerce Live Streaming
DOI:
https://doi.org/10.54097/9sbf4v20Keywords:
Brand Value; Model Mechanism; Brand Intimacy.Abstract
Live streaming with e-commerce as a significant feature of the new retail model is providing a new interpretation and significance for the elements of people, goods, and the marketplace. This study focuses on how the atmosphere in e-commerce live broadcasting elements affects and enhances brand value, especially from the perspective of brand intimacy in brand value. Through empirical research using questionnaire survey data and structural equation models, this paper explores the mechanism by which the factors of people, goods, and venues in e-commerce live broadcasting affect consumer brand intimacy. The study found that the atmosphere support of the venue affects brand intimacy. This study constructs a theoretical framework for the relationship between the factors of people, goods, and venues in online celebrity live broadcasting and brand intimacy.
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