Research On The Impact Of Customers' Perceived Interactivity On Customers' Purchase Intention In E-commerce Livestreaming

Online shopping has gradually become an important part of online activities.As a new mode of network consumption,e-commerce livestreaming has continuously expanded the space of network consumption,activated users' perceptual consumption,improved the purchase conversion rate and users' experience,which meets the multiple needs of consumers and becomes an important support for network consumption.However,at present,the accuracy and depth of theoretical research on e-commerce livestreaming is insufficient,and most of them focus on exploring how to promote customers' purchase intention,but its influence mechanism is not clear.Therefore,based on cognitive theory of emotion and feelings-as-information theory,this paper introduces customer engagement as intermediary variable and constructs a theoretical model of the relationship between perceived interactivity and purchase intention to clarify the influence of perceived interactivity on customer engagement and purchase intention and the influence of customer engagement on purchase intention.It has important theoretical and practical significance to promote the development of e-commerce livestreaming.In this study,287 valid questionnaires were collected.The analysis of three variables and their relationships are carried out by using SPSS 26.0 and AMOS 23.0 professional analysis software to test the hypothesis and draw conclusions:(1)The concept of customers' perceived interactivity in e-commerce livestreaming is clearly defined,its dimension composition is systematically divided,and the measurement scale of customers' perceived interactivity(mutuality,responsiveness,synchronism)in e-commerce livestreaming is designed;(2)Customer perceived interactivity has a significant positive effect on customers' purchase intention,among which mutuality is the strongest,responsiveness is the second,and synchronism is the weakest;(3)Customer engagement plays a mediating role in the relationship between perceived interactivity and purchase intention.Customers engagement plays a partially mediating role in the relationship between mutuality and synchronism and purchase intention,while a completely mediating role in the relationship between responsiveness and purchase intention.This study has enriched the academic research of e-commerce livestreaming,opened the black box of customers' perceived interactivity to customers' purchase intention,and laid the foundation for the related research for subsequent scholars.At the same time,the research can provide a guidance and theoretical support for the e-commerce livestreaming platform and can help it to pay better attention to customer perception,strengthen interaction,and standardize behavior.It has certain reference significance for the development of e-commerce livestreaming.