An empirical study on the influence mechanism of livestreaming sales of e-commerce based on SOR theory
E-commerce livestreaming has become a new economic model,and more and more businesses choose this model to sell goods.In this paper,This paper acquired the E-commerce livestreaming data of a live streaming operation Company on Tmall and JD.com.Based on SOR theory,the influence mechanism of sales was studied from the perspective of live broadcast e-commerce.It was found that the time of E-commerce livestreaming had a significant impact on the number of viewers,and the number of viewers was the most when the l E-commerce livestreaming was conducted in the evening and on Wednesday.E-commerce livestreaming experience,E-commerce livestreaming duration,number of transactions and number of viewers can significantly increase the number of fans,while the gender of hosts has no significant effect on the number of fans.Both the number of viewers and the number of followers can significantly boost E-commerce livestreaming sales.The research content expands the previous research perspective of analysis from the perspective of consumers,and directly explores the internal sales impact mechanism from the perspective of e-commerce live broadcast environment,which has certain practical and guiding significance for merchants and relevant regulatory departments.
万方数据
维普
