The Impact Of E-Commerce Live Video Streaming On Online Purchase Intention

With the increasingly fierce competition of the online retail industry and the enhancing demand for online shopping experience,the existing marketing strategy has been difficult to attract consumers continuously and effectively.More and more ecommerce websites and e-retailers try to adapt to the constantly changing business context by introducing new marketing models.Integrating the consumption attributes of e-commerce websites and the rapid acquisition capability of live streaming,ecommerce live streaming becomes the mainstream commercial marketing strategy.Although e-commerce live streaming has been widely spread in practice,its impact on online consumption behavior lacks theoretical and empirical support.Understanding the impact and mechanism of e-commerce live streaming on consumers' online purchase behavior is important for e-commerce websites and sellers to make full use of marketing capabilities of live streaming and then obtain the market competitiveness.This study focuses on e-commerce live streaming and discusses the influence mechanism of e-commerce live streaming on consumers' online purchase intention.Considering the three-party interaction system formed by consumers,and live streaming platforms and sellers,this study analyzes the potential impact of e-commerce live streaming technical features and service quality on online purchase intentions from perspectives of technical and social separately.The data used in empirical analysis is obtained from web page,scenario experiment and survey.The main findings and contributions are shown as follows:First,based on the construal level theory,this study discusses the impact of the ecommerce live streaming on online purchase intention.The results show that ecommerce live streaming can reduce consumers' psychological distance and perceived uncertainty,and then increase online purchase intention.Simultaneously,product type moderates the relationship between e-commerce live streaming and perceived uncertainty.Specifically,compared with search product,e-commerce live streaming has a stronger effect on perceived uncertainty for experience product.By conducting an exploratory empirical research on the effectiveness of e-commerce live streaming from the overall level,the study provides a basic theory and data support for the successful practice of live streaming,and enriches the research findings in the field of online marketing.Second,considering the interaction between consumer and e-commerce live streaming platform,this study constructs the theoretical model of the relationship between e-commerce live streaming technical features and online purchase intention based on “stimulus-organism-response” model.The results show that real-time interaction,perceived proximity and perceived authenticity can ultimately improve online purchase intention by increasing social support.By revealing the influence mechanism of different e-commerce live streaming technical features in driving online purchase intention from the technical perspective,this study supplements the success factors of technical features that affect online consumer behavior,and then provides a new way for configuring resources effectively between e-commerce attributes and live streaming technology.Third,focusing on the interaction between consumer and e-commerce live streaming sellers,this study further discusses the impact of e-commerce live streaming service quality on online purchase intention based on social exchange theory.It is shown that the information quality and interaction quality can help build swift “guanxi”on the e-commerce live streaming platforms,and then increase online purchase intention.By constructing and extending the service quality evaluation system from social perspective,this study introduces “guanxi” to the e-commerce live streaming context,and validates the importance of service quality in promoting online personal relationship.Furthermore,this study provides a basis for the personalized service strategy of e-commerce live streaming marketing strategy.