The Impact Of Live Commerce On Consumers’ Purchase Intention

Based on the perspective of affordance and para-social relationship theory,this research constructs a theoretical model of consumers’ purchase intentions during the live commerce process,thereby revealing its internal mechanism.First of all,the practical and theoretical level of live commerce delivery is sorted out,the core concepts are defined,and the two key influencing factors are determined to be affordance and para-social relationship for analysis.With reference to existing research,a theoretical model of this research situation was constructed.Secondly,qualitative interviews are used to obtain first-hand data,combined with the interview results,to confirm and adjust the theoretical model accordingly to ensure that the theoretical model conforms to the specific situation of this research.Finally,through questionnaire surveys,the relevant data on the purchase intention of consumers with live commerce were obtained,and statistical software such as SPSS26.0 and Amos23.0 are applied to analyze it and draw conclusions.Main conclusions find:(1)The refined three key dimensions of live commerce affordance,meta-voice,social connectivity,and shopping orientation,can be used as explanatory variables for influencing factors of purchase intention in live commerce.(2)Consumers’ perceived diagnostics and perceived accidental discovery positively significantly affects their purchase intentions.(3)The affordance of live commerce significantly positively affects consumers’ perceived diagnostics.(4)para-social relationship significantly positively affects consumers’ perceived diagnostics and perceived accidental discovery.(5)Meta-voicing and shopping orientation both significantly positively affect consumers’ perceived incidental discovery,but there is no significant correlation between social connectivity and perceived accidental discovery.