With the popularity of live-streaming e-commerce,it is important for enterprises to create a good live-streaming shopping environment.Based on the S-O-R theoretical framework model,this study explores how live streaming shopping environment affects consumer purchase intention.The findings of this study dem-onstrate that the characteristics such as product visibility,navigability and streamer charm are significantly as-sociated with consumer purchase intention.In addition,the arousal largely plays a mediating role in influencing these relationships.In particular,the arousal fully mediates the relationship between product visibility and pur-chase intention,and navigability and purchase intention,while partially mediates the relationship between streamer charm and consumer purchase intention.Both theoretical and practical implications are discussed.
维普
万方数据