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Research on the Influence of Interaction with the Streamer on Customers' Purchase Intention in the Context of Live-Streaming E-commerce

Received: 8 November 2022     Accepted: 24 November 2022     Published: 30 November 2022
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Abstract

Good interaction between the streamer and customers can give the latter a good shopping experience as they can get a life-like view of the products. The interaction plays an important role in shaping the customers' purchase intention. The influence mechanism of interaction on customers' purchase intention is theoretically well grounded, but its working mechanism in the context of live streaming-enabled E-commerce needs to be tested with empirical evidence. Based on the situation of live streaming mode of E-commerce, this paper focuses on the relationship between interaction with the streamer and customers' purchase intention, constructs a measurement model of the relationship between the two in accordance with the "S-O-R" theoretical framework, and comprehensively uses factor analysis, correlation and regression analysis methods to verify the hypotheses. The empirical statistics show that there is a significant relationship between interaction with the steamer and Customers' purchase intention in the context of live-streaming E-commerce. Interaction has a direct and positive impact on customers' purchase intention; The professionalism and interacting skills of streamers contribute much to building customers' trust and stimulate customers' purchase intention. In the process, trust plays an intermediary role. Based on the conclusion of empirical studies, this paper puts forward the specific strategies on the ways to stimulate customers' purchase intention through the live streaming mode of E-commerce, including paying attention to cultivating the professionalism of streamers, improving live interaction, stimulating customers’ trust. The purpose of this study is to provide decision-making reference for live streamers to effectively stimulate customers' purchase intention and implement targeted marketing.

Published in Social Sciences (Volume 11, Issue 6)
DOI 10.11648/j.ss.20221106.14
Page(s) 373-380
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Live-Streaming E-commerce, Interaction with the Streamer, Purchase Intention, Empirical Research

References
[1] CIC Advisor. Research Report on the Development of China's Live-streaming E-commerce Industry in 2022 [EB/OL]. http://www.ocn.com.cn/reports/18002zhibodianshangbaogao.shtml, 2019-07-11.
[2] Liu He. Research on the Influence of Beauty Opinion Leaders on Consumers' Willingness to Buy [D]. South China University of Technology, 2019.
[3] DH Mcknight, NL Chervany. What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual of Electronic Commerce [J]. International Journal of Electronic Commerce, 2002, 6 (2): 35-59.
[4] Eagly A H, Chaiken S. The psychology of attiudes [M]. Harcourt Brace Jovanovich College Publishers, 1993.
[5] Ajzen, B. L. Driver. Prediction of Participation from Behaviour, Nomative and Contol Beliefs: An Application of the Theory of Planned Behaviour [J]. Leisure Science, 1991, 7 (3): 66-74.
[6] Schiffman, L. G, Kanuk, L. L. & Wisenbilt,. Consumer behavior [M]. 10th ed. Upper Saddle River, NJ: Prentice Hall, 2010.
[7] Li D, Browne G J, Wetherbe J C. Why do Internet Customers stick with a specific web site? A relationship perspective [J]. International Journal of Electronic Commerce, 2006.
[8] Li Yufang. The Correlation Study between Microblog Marketing Interaction and Consumer Purchase Intention [D]. Zhejiang University of Finance and Economics, 2014.
[9] Fu Qiaoxian. Research on the Influence of KOL on Consumers' Purchase Intention from the Perspective of new media -- Based on the Perspective of E-commerce Live Broadcast [J]. Technology and Industry Across the Straits, 2020 (03): 10-12.
[10] Zheng Qidi. A Study on the Influence of the Interaction of Live Video Delivery on Consumers' Cross purchase Intention [J]. Popular Standardization, 2021 (11): 140-142.
[11] Cheng Zhenyu. Study on the Influence of Network Interaction on Purchase Intention and Trust Guarantee Mechanism in Social Network [D]. Beijing University of Posts and Telecommunications, 2013.
[12] Zhou Shouliang, Liu Zhenhua, Yao Jie. Research on the Influencing Factors of Online Celebrity E-commerce Consumers' Repurchase Intention [J]. Journal of Dalian University, 2019, 40 (01): 99-108+121.
[13] Fung, Raymond and Lee, Matthew. EC-Trust (Trust in Electronic Commerce): Exploring the Antecedent Factors [C]//AMCIS1999, Proceedings, 1999, 179 (8): 324-355.
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  • APA Style

    Fang Rui. (2022). Research on the Influence of Interaction with the Streamer on Customers' Purchase Intention in the Context of Live-Streaming E-commerce. Social Sciences, 11(6), 373-380. https://doi.org/10.11648/j.ss.20221106.14

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    ACS Style

    Fang Rui. Research on the Influence of Interaction with the Streamer on Customers' Purchase Intention in the Context of Live-Streaming E-commerce. Soc. Sci. 2022, 11(6), 373-380. doi: 10.11648/j.ss.20221106.14

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    AMA Style

    Fang Rui. Research on the Influence of Interaction with the Streamer on Customers' Purchase Intention in the Context of Live-Streaming E-commerce. Soc Sci. 2022;11(6):373-380. doi: 10.11648/j.ss.20221106.14

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  • @article{10.11648/j.ss.20221106.14,
      author = {Fang Rui},
      title = {Research on the Influence of Interaction with the Streamer on Customers' Purchase Intention in the Context of Live-Streaming E-commerce},
      journal = {Social Sciences},
      volume = {11},
      number = {6},
      pages = {373-380},
      doi = {10.11648/j.ss.20221106.14},
      url = {https://doi.org/10.11648/j.ss.20221106.14},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ss.20221106.14},
      abstract = {Good interaction between the streamer and customers can give the latter a good shopping experience as they can get a life-like view of the products. The interaction plays an important role in shaping the customers' purchase intention. The influence mechanism of interaction on customers' purchase intention is theoretically well grounded, but its working mechanism in the context of live streaming-enabled E-commerce needs to be tested with empirical evidence. Based on the situation of live streaming mode of E-commerce, this paper focuses on the relationship between interaction with the streamer and customers' purchase intention, constructs a measurement model of the relationship between the two in accordance with the "S-O-R" theoretical framework, and comprehensively uses factor analysis, correlation and regression analysis methods to verify the hypotheses. The empirical statistics show that there is a significant relationship between interaction with the steamer and Customers' purchase intention in the context of live-streaming E-commerce. Interaction has a direct and positive impact on customers' purchase intention; The professionalism and interacting skills of streamers contribute much to building customers' trust and stimulate customers' purchase intention. In the process, trust plays an intermediary role. Based on the conclusion of empirical studies, this paper puts forward the specific strategies on the ways to stimulate customers' purchase intention through the live streaming mode of E-commerce, including paying attention to cultivating the professionalism of streamers, improving live interaction, stimulating customers’ trust. The purpose of this study is to provide decision-making reference for live streamers to effectively stimulate customers' purchase intention and implement targeted marketing.},
     year = {2022}
    }
    

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  • TY  - JOUR
    T1  - Research on the Influence of Interaction with the Streamer on Customers' Purchase Intention in the Context of Live-Streaming E-commerce
    AU  - Fang Rui
    Y1  - 2022/11/30
    PY  - 2022
    N1  - https://doi.org/10.11648/j.ss.20221106.14
    DO  - 10.11648/j.ss.20221106.14
    T2  - Social Sciences
    JF  - Social Sciences
    JO  - Social Sciences
    SP  - 373
    EP  - 380
    PB  - Science Publishing Group
    SN  - 2326-988X
    UR  - https://doi.org/10.11648/j.ss.20221106.14
    AB  - Good interaction between the streamer and customers can give the latter a good shopping experience as they can get a life-like view of the products. The interaction plays an important role in shaping the customers' purchase intention. The influence mechanism of interaction on customers' purchase intention is theoretically well grounded, but its working mechanism in the context of live streaming-enabled E-commerce needs to be tested with empirical evidence. Based on the situation of live streaming mode of E-commerce, this paper focuses on the relationship between interaction with the streamer and customers' purchase intention, constructs a measurement model of the relationship between the two in accordance with the "S-O-R" theoretical framework, and comprehensively uses factor analysis, correlation and regression analysis methods to verify the hypotheses. The empirical statistics show that there is a significant relationship between interaction with the steamer and Customers' purchase intention in the context of live-streaming E-commerce. Interaction has a direct and positive impact on customers' purchase intention; The professionalism and interacting skills of streamers contribute much to building customers' trust and stimulate customers' purchase intention. In the process, trust plays an intermediary role. Based on the conclusion of empirical studies, this paper puts forward the specific strategies on the ways to stimulate customers' purchase intention through the live streaming mode of E-commerce, including paying attention to cultivating the professionalism of streamers, improving live interaction, stimulating customers’ trust. The purpose of this study is to provide decision-making reference for live streamers to effectively stimulate customers' purchase intention and implement targeted marketing.
    VL  - 11
    IS  - 6
    ER  - 

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Author Information
  • School of Digital Economics, Changzhou College of Information Technology, Changzhou, China

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