Research on Users'Continuous Use and Recommendation Willingness of E-commerce Live Broadcast Platform——Analysis from the perspective of social presence in live broadcast
E-commerce live broadcasting,as a rapidly developing business model in the past two years,brings an immer-sive experience to watching users like being there in person through video and real-time interaction.The rapid development of e-commerce live platform depends on the continuous use and word-of-mouth spread of users,who actively share and rec-ommend to others when watching live broadcasts,so the mechanism of the continuous use and willingness of e-commerce live platform users to recommend needs to be explored.In this paper,we study the mechanism of the influence of live social pres-ence on users'continuous use and recommendation willingness in the context of e-commerce live broadcast,and introduce the two-dimensional emotional states of pleasure and arousal as mediating variables.The analysis of the sample data shows that live social presence positively influences the continuous use and recommendation intention of e-commerce live platform users through the mediating effect of pleasure and arousal emotions.Based on this,technological empowerment should be utilized to enhance users'sense of presence in live broadcasting,diversify the stimulation of users'pleasure and arousal emotions,and en-hance users'willingness to continue using and recommending.
e-commerce live broadcastlive broadcast social presence(LBSP)continuous userecommendation willing-ness
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