Research on the impact of consumer language on online consumers'purchase intention in the context of e-commerce live streaming
Guided by the theory of presence perception and prototype theory of scene,and using consumers'presence perception and scene dependence as intermediary factors,this paper evaluates the dual perception of ex-ternal scene language and internal communication language,and constructs a driving model on the impact of consumer language perception on customers'purchase intention under the context of consumer language per-ception.Research has found that in live streaming context,the more lively communication language forms have a significant impact on consumers'purchase intention.Internal communication language can influence consumers'purchase intention through a single intermediary of presence perception and a chain intermediary path dependent on the scene.In the context of diversified consumer language,scene dependence has become an important pre-requisite for influencing consumers'purchase intention,which highlights the particularity of consumer language in immersive experience and scene marketing practice.
e-commerce live streamingconsumer languagepresence perceptionscene dependencepurchase intention
万方数据
维普
