Research on the Impact of Social Presence in E-commerce Livestreaming of Agricultural Products on Consumer Purchase Intention
In order to explorer the influence factors and mechanism of customers'purchase intention in agricultural product livestream-ing E-commerce,this study constructed a theoretical model based on the SOR model,using the dimensions of flow experience(enjoy-ment,concentration,and perceived control)as mediating variables to investigate the effects of social presence(emotional contagion,co-presence,and communicative presence)on consumer purchase intention.Empirical analysis was conducted on 427 valid question-naire data with SPSS 26.0 and SmartPLS 3.0 software.The results indicated that:in agricultural products livestreaming,social pres-ence had a significant positive effect on consumer purchase intention.There were internal differences in the effect of flow experience on consumer purchase intention,and perceived control did not have a significant effect,while enjoyment and concentration had a sig-nificant positive effect on consumer purchase intention.Enjoyment and concentration partly mediated the relationship between social presence and consumer purchase intention.This study reveals the specific path through which social presence affects consumer pur-chase intention through flow experience,provides a theoretical basis and practical guidance for the high-quality development of agri-cultural products livestreaming E-commerce.
万方数据
维普
