Research On The Mechanism Of The Influence Of Loneliness On Consumers' Interactive Live Shopping Intentions

E-commerce live broadcast is a new business model that relies on the form of live broadcast to show and recommend products to consumers and realize sales conversion.It is the product of the two-way integration of e-commerce and live broadcast in the digital media era.Its most prominent feature is interactive real-time and threedimensionality.First,through highly visual and interactive live broadcasts,consumers can see the product display and trial status in all directions;second,consumers can communicate and communicate with the anchor and other consumers in real time through barrage.The rapid development of e-commerce live broadcast has attracted widespread attention from domestic and foreign scholars.Based on the combing of domestic and foreign literature,scholars mostly explain the individual's willingness to shop in the live broadcast room from the perspectives of interactivity,social presence,and perceived value.Few scholars start from the individual psychological level.In view of the greater survival pressure and unstable social habits,most groups are often in an unhealthy mental state.Among them,loneliness has long invaded modern life and is widespread among individuals.A strong sense of loneliness will increase their sensitivity to new opportunities for social contact.So,can the powerful interactive attributes of e-commerce live broadcast platforms become consumers' choice for seeking psychological comfort? And then urge it to shop in the live broadcast room?Based on this,this paper proposes a research model and hypothesis on the influence of loneliness on the willingness of individuals to interact with live shopping,and verify them through three experiments.First of all,this paper verifies the relationship between loneliness and the willingness to live online shopping in interactive e-commerce through Experiment 1,and the results show that individuals in the high loneliness group have stronger willingness to live online shopping compared to individuals in the non-lonely group;then,this paper passes Experiment 2 Validation of the mediating role of social connection needs shows that social connection needs to play a part of the mediating role in the relationship between loneliness and the willingness of interactive live shopping.That is,individuals with high loneliness have stronger needs for social connections than individuals with low loneliness,and thus have a stronger willingness to live online shopping.Finally,this paper verifies the moderating effect of selfconstruction through Experiment 3,and the results show that self-construction plays a moderating role in the relationship between loneliness and the need for social connection.Specifically,compared with independent self-constructed individuals,individuals with interdependent self-construction have an increased positive impact on the need for social contact;compared with interdependent self-constructed individuals,individuals with independent self-construction For self-constructed individuals,the positive influence of loneliness on the need for social connection is weakened.In terms of theoretical contribution,this article starts from the perspective of loneliness,discusses the influence of loneliness on individuals' willingness to interact with live shopping,and introduces the need for social connection as an intermediary variable to verify the need for social connection in loneliness and interactive live broadcasting.The explanation mechanism between shopping intentions,this paper makes a supplement to the study of e-commerce live broadcast;in addition,this article places loneliness in the context of e-commerce live shopping for discussion,and expands the relevant research on loneliness in the marketing context..In terms of practical contribution,this article starts from the perspective of loneliness to conduct research on live shopping willingness to provide a new perspective for businesses to obtain traffic and increase customer conversion rate;in addition,this article is for the government to improve residents' mental health and happiness index.Has a certain reference significance.To a certain extent,the government can encourage lonely individuals to participate in live shopping to achieve social connections,ease loneliness,and obtain psychological comfort.