Study On The Influence Of Social Presence In E-commerce Live Broadcast On Consumers’ Willingness To Continue To Use

Mobile phones have become a necessity in everyone’s life as network technology has advanced and the cost of mobile devices has decreased.In 2020,the Corona Virus Disease 2019 swept the world and people were unable to shop offline,so e-commerce live broadcasts quickly entered people’s lives as an emerging online shopping method.E-commerce live broadcast has attracted more and more consumers to join it with a stronger audio-visual experience and a better interactive atmosphere.Compared with traditional online shopping,e-commerce live broadcast has created a shopping environment that can accommodate thousands of consumers at the same time,and the social nature of shopping is further highlighted.But at the same time,due to the low entry threshold of e-commerce live broadcast and people’s attention being easily affected by fragmented information on the network,the actual operation of e-commerce live broadcast has problems such as homogenization of live broadcast content and low consumer stickiness.At present,many scholars have carried out research on consumer behavior in e-commerce live broadcast.However,the majority of research focuses on the factors that influence consumers’ purchase intentions,with little research on continuous use willingness.Therefore,it is of great practical significance to study the continuous behavior of consumers in the e-commerce live broadcast environment.Combining the characteristics of e-commerce live broadcast,this paper takes social presence as an independent variable,and divides it into three dimensions:coexistence presence,communication presence and emotional presence based on the existing research foundation.Supported by theory and based on the SOR model,trust,satisfaction and flow experience are introduced as mediating variables to construct a model of the impact of social presence on continuous use intention in the context of e-commerce live broadcast.Then,through the study of the existing mature scales in academia,combined with the research situation of this paper,a questionnaire that meets the needs of this investigation is designed.After the reliability and validity of the returned valid questionnaires were tested,a structural equation model consistent with the research model in this paper was constructed for path analysis.The results show that coexistence presence and communication presence have a significant positive impact on consumer trust,satisfaction,flow experience,and consumers’ willingness to continue to use,while emotional presence only has a considerable positive influence on flow experience;in addition,consumer trust,satisfaction,and flow experience have all been verified to have a significant and positive influence on willingness to continue using.Finally,the Bootstrap method is used to test the mediating effects of trust,satisfaction and flow experience,and the results confirm that all three play a partial mediating role between social presence and consumers’ continued use intention.At the end of the article,specific and feasible suggestions for enhancing users’ social presence are put forward from the perspectives of anchors and e-commerce live broadcast platforms,and the limitations of this article in the research and the directions that can be further researched in the future are summarized.