How to promote users'contribution is the key to the development of live shopping.Based on the SOR theory,the impact model of user contribution behavior is constructed in the context of live shopping.The study finds that the quality of information,brand image,the professionalism of the anchor and the interactivity of the live broadcast have a positive impact on perceived pleasure and perceived trust;perceived pleasure and perceived trust have a positive impact on consumers'impulsive consumption and marketing information sharing;the variables of stimulation have a positive impact on consumers'impulsive consumption and marketing information sharing through perceived pleasure and perceived trust;information quality and brand image cannot directly affect impulsive consumption,and brand image directly has a positive impact on consumers'marketing information sharing;the professionalism of the anchor and the interactivity of the live broadcast cannot directly affect the sharing of marketing information,but have a negative impact on the impulsive consumption of consumers.
SOR theorylive shoppinguser contribution behaviorimpulsive consumptionmarketing information sharing
维普
万方数据
