E-commerce live streaming impact analysis based on stimulus-organism response theory Online publication date: Wed, 06-Nov-2024
by Donghui Li; Li Peng; Guozheng Zhang; Fang Wang; Yongdong Shi
International Journal of Autonomous and Adaptive Communications Systems (IJAACS), Vol. 17, No. 6, 2024
Abstract: The rise of live e-commerce has not only ushered in a new consumption paradigm but has also improved people's leisure activities. The research on impact factors in e-commerce live streaming has practical implications. Based on the stimulus-organism-response (S-O-R) framework, this paper introduces two latent variables, perceived trust, and flow experience, to model a mechanism on how product value and celebrity value influence consumers' purchase intention in e-commerce live streaming, and then validate the result with a structural equation model. For verifying the hypothesis, this study applies a questionnaire survey and random sampling. Statistical methods are used to conduct the credibility and efficacy test of the model, significance analysis of the model, and effects between variables in the model. The empirical result shows that product value and celebrity value both have a significant direct impact on consumers' purchase intention in e-commerce live streaming.
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