Formation Mechanism of Individual Purchase Intention from the Perspective of Interactive Ceremony in E-commerce Live Streaming
Audience's consumption behavior under the mode of e-commerce live broadcast is more manifested as group solidarity behavior.However,existing studies mainly explain individual purchase intention or behavior based on the attributes of e-commerce anchors as Internet celebrities or opinion leaders and the single-dimensional interactive relationship between anchors and audiences,and can not well understand the group solidarity consumption behavior of individuals in the context of interactive ceremony.Therefore,from the perspective of the group,with the help of the interactive ritual chain theory,this paper adopts the questionnaire structural equation model to explore the influence mecha-nism of the multidimensional interactive relationship experience,identity and value between the audi-ence,the anchor and the virtual presence group on the formation of the individual purchase intention of the audience.The results show that the multi-dimensional interactive relationship experience of the individual audience positively promotes the audience's identification with the anchor and the group and enhances the audience's perceived utility and hedonic value.However,the audience's identifica-tion with anchors and groups cannot directly promote the audience's purchase intention.Instead,the symbolic value brought by the group identification should be used to realize the transformation of audi-ence's identification with anchors and groups into product identification.Research shows that anchor identity can be transformed into group identity in interactive experience and from group identity to symbolic value,thus forming product identity and promoting group consumption solidarity behavior.
e-commerce live streaminggroup consumption solidarity behaviorinteractive ceremonyidentification