Research on the Mediating Effect of Emotions and Perceptions on the Purchasing Behavior of E-commerce Live Streaming Users from the Perspective of S-O-R Theory
In the era of Media 3.0,achieving perceived value and emotional communication to consumers in new communication scenarios is a key for e-commerce live streaming to promote consumer purchases.This article is based on the S-O-R model and conducts empirical research on the mechanism of the impact of external environmental factors such as source quality,information quality,and service quality on consumer purchasing behavior in e-commerce live streaming as embodied communication.SPSS 26.0 and Process macro programs are used to empirically test the parallel mediating effect paths of emotional valence and perceived value.The results show that:(1)the three external environmental factors of source quality,information quality,and service quality all have a direct positive impact on consumer purchasing behavior;(2)emotional factors play a mediating role between source quality,information quality,service quality,and purchasing behavior;(3)perceived value plays a mediating role between source quality,information quality,and purchasing behavior,but the mediating effect between service quality and purchasing behavior is not significant.The interactive rituals and emotional mobilization in the current live streaming media landscape are reconstructing and integrating the marketing communication order through the dual logic of economy and society.
S-O-R modelE-commerce live streamingperceived valueemotional valencepurchasing behavior
万方数据
维普
