The Study on the Influencing Factors of Consumer Purchase Intention in Live-Streaming Sales
Based on the mediating role of perceived value
DOI:
https://doi.org/10.54097/ejw4qy73Keywords:
Purchase intention, Perceived value, E-commerce, Live streamingAbstract
This study focuses on the influencing factors of user purchase intention in e-commerce live streaming. Based on the SOR theory model, a research model is constructed from the perspective of consumer perception. The results show that the popularity, professionalism, and homogeneity of e-commerce streamers, as well as the price discounts and content quality in e-commerce live streaming product features, and the spatial and social presence in e-commerce live streaming presence features, can directly and positively affect users' purchase intention. At the same time, they can significantly and positively affect perceived value, and perceived value has a significant indirect mediating effect between e-commerce live streaming features and users' purchase intention.
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