Research on the Impact of Store Self-Broadcasting on Consumers'Purchase Intention
Driven by various factors such as technology,media,platforms,and anchors,live streaming e-commerce is experiencing rapid growth in China.Based on the Stimulus-Organism-Response(SOR)theory,we selected four stimuli in the self-broadcasting environment of the stores and constructed a model to examine the impact of self-broadcasting on consumers'purchase intention.A total of 355 valid questionnaires were collected through a survey,and statistical analysis and hypothesis testing were conducted using SPSS and AMOS.The results indicate that the four environmental stimuli(information richness,anchor professionalism,novelty of the format,social immediacy)have a significant positive impact on consumers'purchase intention.Customer inspiration,pleasure,and trust play a mediating role in the relationship between environmental stimuli and purchase intention.Businesses engaged in self-broadcasting should encourage more interaction and provide more product information to enhance customer inspiration,pleasure,and trust,thereby increasing consumers'purchase intention.
Store Self-broadcastingSOR TheoryEnvironmental StimuliStructural Equation Model
万方数据
维普
