Research On The Impact Mechanism Of Interactive Information On Consumer Behavior In Live E-commerc

With the rapid development of the mobile Internet,live streaming has become the most important way of entertainment,and the live streaming commerce model has transformed e-commerce from a product-oriented shopping environment to a usercentric shopping environment.Compared with the traditional e-commerce model,live streaming commerce has multiple functions of entertainment,social interaction and shopping,and it is also a real-time interactive content production method.This innovative e-commerce model has greatly improved the shopping experience of consumers and is favored by consumers and businesses.According to the latest statistics,the number of domestic live streaming commerce users has reached 450 million.Especially under the influence of the COVID-19 epidemic,live streaming is booming,and live streaming commerce has gradually become the mainstream model of e-commerce development,with huge commercial value.Therefore,it is of great theoretical and practical significance to study the influence mechanism of user behavior in this new business modelInteractivity is the most important feature of live streaming commerce,among which streamers,bullet screens and functional information are the most important manifestations of live streaming commerce interactivity.Existing research has paid attention to the important impact of interactive information in live streaming commerce on user behavior,but the research on this issue is not comprehensive and in-depth,and there are some shortcomings:(1)Most of the existing research regards the bullet screen as a small part of live streaming room,did not delve into the impact of bullet screen features in live streaming commerce on consumer purchase behavior.(2)Although existing research has analyzed consumers’ motivation to participate or purchase in live streaming commerce,they have not deeply explored the behavioral mechanism of consumers processing and being influenced by information in live streaming commerce.(3)Regarding the role of streamers,relevant research is mainly carried out on the characteristics of streamers’ professionalism,credibility or attractiveness,and there is still a lack of research on the influence of streamer heterogeneity on user behavior.(4)Consumer behavior,especially the decision-making related to purchase,is a complex process.Most of the existing studies directly analyze the relationship between the characteristics of live streaming commerce and consumer decision-making,and lack the analysis of mediating variables that affect user behavior.Based on the shortcomings of the above-mentioned research on the influence mechanism of interactive information on user behavior in live streaming commerce,this paper conducts three studies and contributions can induction from the following three aspects.(1)Research on the influence of text features and contextual factors of bullet screen in live streaming commerce on consumers’ purchase intention.ELM(Elaboration Likelihood Model)theory divides information processing paths into central paths and peripheral paths according to the efforts and preferences people make when processing information.This research takes the bullet screen quality and bullet screen emotion as the central path cues,and the bullet screen quantity,source credibility and live streaming popularity as the peripheral path cues,and constructs a consumer purchase intention influencing factor model based on the consideration of the moderating effect of product categories.And based on the Taobao live streaming commerce platform,we crawled the live streaming data of 19 live streaming sections from 7:00 to 10:00 every night during the three weeks of 2020/12/02-2020/12/22.The study found that the non-linear(inverted U-shaped)effect of the bullet screen sentiment on consumers’ purchase intention and the significant negative impact on the credibility of the bullet screen source.Different from the previous research on static consumer reviews in traditional e-commerce platforms,this study deeply explores the impact of real-time dynamic reviews such as bullet screen on consumer purchase behavior,which is an important supplement to the research in this related field.(2)Research on the influence of bullet screen-based perception information on consumers’ purchase intention in live streaming commerce.Aiming at the two main types of bullet screen information in live streaming commerce: product-related bullet screen and streamer-related bullet screen.this study builds a first-order lag individual fixed effect model of live streaming rooms based on information processing theory and information influence theory to test different perceptions of information on consumers.The regression results show that product-related information in the bullet screen positively affects consumers’ purchase intention,but the streamer-related information in the bullet screen negatively affects consumers’ purchase intention.The test results of situational factors in live streaming commerce are consistent with the test results of the first study,which verifies the reliability of this study.(3)Research on the influence mechanism of functional information on user behavior in live streaming commerce.Based on the NAF(Needs-affordance-features)framework,this study constructed a research model of the impact of functional information on user behavior under the influence of the mediating variable psychological demand.The experimental results show that the difference of information function makes consumers’ purchase intention also have a significant difference,and the mediating effect of psychological needs has also been verified.However,in the test of the moderate effect,the moderate effect of the streamer type is significant,while the product type is not.This paper introduces the NAF framework into online consumer behavior research for the first time,effectively expanding the application of the theory in new research fields.Based on the perspective of interaction information,this paper conducts a systematical research on the essential laws of live streaming commerce,and draws some valuable conclusions.The results of this research enrich the literature on the relationship between interactive information and user behavior in the field of ecommerce,and will also provide a theoretical basis for further research on the new business phenomenon of live streaming commerce.