Research on the Factors Influencing Purchase Decisions in Live-Streaming Rooms: Idol Connection, Interactive Experience, and Consumer Psychology

Abstract

This study takes the purchase of star cards in live-streaming rooms as the entry point. It explores the internal mechanisms of consumer purchasing decisions in the context of fan economy. By integrating three key dimensions—idol connection, interactive experience, and consumer psychology—the research reveals the uniqueness of star card consumption in live-streaming rooms and its driving factors. The study finds that consumer purchasing behavior is influenced by traditional economic factors and closely related to emotional connection and gamified experiences. The emotional projection generated by idol worship is the core driving force for consumption, while the interactivity and game design in the live-streaming room further enhance the willingness to purchase. The study also reveals that this consumption model exhibits distinct community characteristics and identity recognition functions. This research not only expands the application scenarios of fan economy theory but also provides a theoretical basis for the marketing strategies of live-streaming e-commerce, with significant practical value, especially in the areas of emotional marketing and gamified design.