| As a typical representative of digital economy,live streaming commerce reshapes consumers’ consuming patterns and decision-making process,and has an impact on enterprises’ brand awareness and brand behavior.Marketing managers are gradually aware of the limitations of traditional e-commerce,and begin to change the old marketing concepts and carry out different forms of live marketing practice.Due to the fierce competition,high cost and low premium ability in the process of cooperation with internet celebrity live streaming,many brands start ’brand live streaming’ to enhance brand autonomy and long-term development,which is one of marketing strategies in different stages of brand marketing practice.Brand live streaming lacks fans advantage and user stickiness,leading to a big gap in sales transformation between the brand live streaming and internet celebrity live streaming.In this case,how can the brand consider other aspects to promote the sales transformation of brand live streaming?This is one of the vital problems in the operation and development of brand live streaming.Research on live streaming commerce mostly focuses on the effect of live marketing strategy,or studies consumers’purchase intention from the perspectives of platform technology,broadcaster’s characteristics,perceived value and so on.The real-time video and real-time interaction in live streaming commerce make consumers to obtain information more quickly,and also bring a sense of social presence.In the field of internet marketing research,scholars believe that social presence,as a media attribute,is an important factor for consumers’ purchase decisions,but some theoretical gaps and empirical deficiencies also exist,such as scattered research,influential mechanism,etc.In online shopping environment,consumers mainly acquire knowledge about products or services through social learning,and most of social learning is a vicarious learning method.Live streaming commerce provides a more convenient,more efficient and more real learning platform for consumers,and there is a big difference in the content and methods of consumers’ learning between live streaming commerce and traditional e-commerce.Thus,the social learning process of consumers in live streaming commerce provides a new perspective to study the relationship between social presence and purchase intention.Therefore,it has important theoretical and practical significance to explore the mechanism of social presence and purchase intention,and analyze the specific content of social learning process,from the perspective of social learning.Combined with the dilemma in brand live streaming and the medium characteristics of live streaming commerce,this paper introduces the social learning theory into the research on the relationship between social presence and purchase intention under brand live streaming mode.On the basis of the prior research,this paper uses the standardized process of scale development,combined with qualitative and quantitative research methods to explore the dimensions of vicarious learning and develop the measurement scale.Based on social presence theory,social learning theory,social cognition theory and attitude ABC theory,this paper constructs a theoretical model of ’social presence-vicarious learning-brand cognition and brand affect-purchase intention’,in which vicarious learning is the external interaction process of social learning,and brand cognition and brand affect are the internal psychological process of social learning.This paper also discusses the influence between dimensions of social presence and dimensions of vicarious learning,brand cognition,brand affect and purchase intention,as well as the chain mediating role of vicarious learning,brand cognition and brand affect in the relationship between social presence and purchase intention.The theoretical model and hypothesis are tested through quantitative research.The empirical analysis of this study mainly includes four stages.Firstly,through in-depth interviews and induction methods,this study explores the dimension of vicarious learning,and the initial measurement items are established,combining with the results of qualitative analysis and related research.On the basis of 142 valid questionnaires,the exploratory factor analysis is used to optimize the measurement items of vicarious learning.Secondly,by collecting 280 completed questionnaires,the confirmatory factor analysis was used to test the goodness of fit,reliability and validity of vicarious learning scale.Thirdly,on the basis of 159 valid questionnaires,the exploratory factor analysis is used to optimize the measurement items of other variables.Lastly,with 522 completed questionnaires,the statistic methods include descriptive statistical analysis,exploratory factor analysis,confirmatory factor analysis,and structural equation model analysis are used to test the theoretical model and hypothesis.SPSS 24.0 and AMOS 24.0 are used as analyze tools.The major findings are as follows:(1)The consumer vicarious learning of live streaming commerce mainly includes four dimensions,namely broadcaster experience information independent learning,social information independent learning,following coactive learning and dominant coactive learning.And the measurement scale is also developed,which contains 15 items with good model fitting,reliability and validity.The scale can reflect the content of consumer vicarious learning in the live streaming commerce situation more specifically.(2)The direct effect exists between social presence and vicarious learning,vicarious learning and brand cognition and brand affect,as well as brand cognition and brand affect and purchase intention.Through the construction of a new theoretical framework of ’social presence-vicarious learning-brand cognition and brand affect-purchase intention’ and empirical research,this result shows that situational presence significantly influences broadcaster experience information independent learning,social presence of others and social presence of interactions significantly affect social information independent learning,following coactive learning and dominant coactive learning.And broadcaster experience information independent learning,social information independent learning,following coactive learning and dominant coactive learning significantly influence brand cognition,social information independent learning significantly influences brand affect.Finally,brand cognition and brand affect significantly influence purchase intention.(3)Vicarious learning,brand cognition and brand affect play a chain mediating effect in the relationship between social presence and purchase intention.The research result shows:broadcaster experience information independent learning-brand cognition,broadcaster experience information independent learning-brand cognition-brand affect play a chain mediating effect in the relationship between situational presence and purchase intention;social information independent learning-brand cognition,social information independent learning-brand affect,social information independent learning-brand cognition-brand affect play a chain mediating effect in the relationship between social presence of others and purchase intention and the relationship between social presence of interactions and purchase intention;following coactive learning-brand cognition,following coactive learning-brand cognition-brand affect play a chain mediating effect in the relationship between social presence of others and purchase intention and the relationship between social presence of interactions and purchase intention;dominant coactive learning-brand cognition,dominant coactive learning-brand affect play a chain mediating effect in the relationship between social presence of others and purchase intention and the relationship between social presence of interactions and purchase intention. |
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