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<p>With the rapid development of the digital economy, the wave of e-commerce live broadcasting has swept all walks of life and become the new force of online shopping. Based on the S-O-R model, this paper establishes a theoretical model affecting consumers’ purchase intention. It puts forward relevant research hypotheses from the dimensions of seller-consumer interaction, anchor-consumer interaction, and consumer-to-consumer interaction of e-commerce live broadcast interaction. Then, effective sample data are collected through the questionnaire survey method, and multiple regression analysis and correlation analysis models are used to explore the interrelationship between interactive quality, immersion experience, and consumers’ purchase intention in e-commerce live broadcasting. The analysis shows that the interactive quality, perceived usefulness, responsiveness, and mutual assistance of e-commerce live broadcast positively affect consumers’ immersion experience and purchase intention (Sig. &lt;0.05), consumers’ immersion experience has a positive and significant effect on purchase intention (Sig. &lt;0.05), and immersion experience has an important mediating role between perceived usefulness, mutual assistance, and purchase intention. This paper centers on the interactive quality and immersion experience. It puts forward corresponding enhancement suggestions for live e-commerce, which provides a basis for the development of marketing strategies for live merchants and has certain theoretical significance and practical significance.</p>
</abstract>

With the rapid development of the digital economy, the wave of e-commerce live broadcasting has swept all walks of life and become the new force of online shopping. Based on the S-O-R model, this paper establishes a theoretical model affecting consumers’ purchase intention. It puts forward relevant research hypotheses from the dimensions of seller-consumer interaction, anchor-consumer interaction, and consumer-to-consumer interaction of e-commerce live broadcast interaction. Then, effective sample data are collected through the questionnaire survey method, and multiple regression analysis and correlation analysis models are used to explore the interrelationship between interactive quality, immersion experience, and consumers’ purchase intention in e-commerce live broadcasting. The analysis shows that the interactive quality, perceived usefulness, responsiveness, and mutual assistance of e-commerce live broadcast positively affect consumers’ immersion experience and purchase intention (Sig. <0.05), consumers’ immersion experience has a positive and significant effect on purchase intention (Sig. <0.05), and immersion experience has an important mediating role between perceived usefulness, mutual assistance, and purchase intention. This paper centers on the interactive quality and immersion experience. It puts forward corresponding enhancement suggestions for live e-commerce, which provides a basis for the development of marketing strategies for live merchants and has certain theoretical significance and practical significance.

E-commerce Live Streaming Interaction Quality, Immersion Experience and Consumer Purchase Intention

Zhengzhou Vocational University of Information and Technology

Applied Mathematics and Nonlinear Sciences

This work is licensed under the Creative Commons Attribution 4.0 International License.

With the rapid development of the digital economy, the wave of e-commerce live broadcasting has swept all walks of life and become the new force of online...

E-commerce Live Streaming Interaction Quality, Immersion Experience and Consumer Purchase Intention

Publié en ligne: 07 juin 2024

Pages: -

Reçu: 29 févr. 2024

Accepté: 07 mai 2024

DOI: https://doi.org/10.2478/amns-2024-1401

Mots clés
S-O-R model, Multiple regression analysis, Correlation analysis, Consumer purchase intention, Interaction quality

© 2024 Dongfeng Wang, published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

E-commerce Live Streaming Interaction Quality, Immersion Experience and Consumer Purchase Intention

Publié en ligne: 07 juin 2024

Pages: -

Reçu: 29 févr. 2024

Accepté: 07 mai 2024

DOI: https://doi.org/10.2478/amns-2024-1401

Mots clésS-O-R model, Multiple regression analysis, Correlation analysis, Consumer purchase intention, Interaction quality

© 2024 Dongfeng Wang, published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Mots clés
S-O-R model, Multiple regression analysis, Correlation analysis, Consumer purchase intention, Interaction quality