Title: E-commerce live streaming impact analysis based on stimulus-organism response theory

Authors: Donghui Li; Li Peng; Guozheng Zhang; Fang Wang; Yongdong Shi

Addresses: College of Information and Intelligence, Hunau Agricultural University, Changsha, 410128, China ' Business School, Hunau Agricultural University, Changsha, 410128, China ' Business School, Hunau Agricultural University, Changsha, 410128, China ' Business School, Hunau Agricultural University, Changsha, 410128, China ' Business School of Macau University of Science and Technology, Macau, China

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.

Keywords: E-commerce live streaming; SOR theory; product value; celebrity value; perceived trust; flow experience theory.

DOI: 10.1504/IJAACS.2024.142525

International Journal of Autonomous and Adaptive Communications Systems, 2024 Vol.17 No.6, pp.530 - 544

Received: 01 Aug 2023
Accepted: 10 Sep 2023
Published online: 06 Nov 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article