The Influence of the New Media Digital Content Marketing Model in Live E-Commerce on Consumers' Purchasing Decisions

Abstract

In recent years, live broadcast e-commerce has become the core module of China's digital economy. In 2024, the market size will exceed 5.8 trillion yuan, and the number of users will reach 780 million. However, there are problems such as uneven content quality. Existing research has systematically discussed the influence of information and interactivity on consumer decision-making through trust and perceived value. Based on S-O-R theory, this paper constructs an integrated framework of "content stimulation—psychological mechanism—decision-making results". Through quantitative research, it is found that both informativity and interactivity positively affect decision-making certainty and satisfaction, and informativity interpretation is stronger; trust and perceived value play an intermediary role, and informativity mainly plays a role through cognitive trust and cognitive value, while interactivity relies on emotional trust and emotional value. There are differences in the mechanisms of the two. The research fills the research gap on the impact path of live e-commerce content marketing, provides an empirical basis for merchants to optimize their content strategies and platform standardization ecology, and helps the industry transform from “traffic-driven” to “content-driven”.