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

Fang Rui

doi:doi:10.11648/j.ss.20221106.14

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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

Fang Rui

Published in Social Sciences (Volume 11, Issue 6)

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

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[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.
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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

Fang Rui

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

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Plain Text BibTeX RIS

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}
}

Copy | Download

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  -

Copy | Download