A Study On The Influence Of Consumer Emotions On Purchase Intentions And Consumption Amounts In Live Streaming Of Food Sold By Internet Celebrity

The rapid development of the Internet and the digital economy has given rise to a new model of "live-streaming" with "Internet celebrity" as the main body of food marketing.With the explosive increase in live-streaming users has led more consumers to try to buy food through the live-streaming room of Internet celebrity,and has gradually become the mainstream form of online food shopping.The improvement in the standard of living of residents has further driven the average consumption expenditure of individuals on food.And due to the consumer inertia left over from the epidemic prevention and control period,consumer demand for watching internet celebrity live streams to purchase food is also continuing to grow.However,due to the existence of information asymmetry and uncertainty,the emotional trust between consumers and weblebrities or food companies,as well as consumers’ purchase intention food through internet celebrity live streaming are still affected by various factors.Therefore,this paper explores the path relationships between individual consumer emotional traits,consumer values(hedonistic and utilitarian motives)and consumer trust and consumer purchase intention from the consumer’s perspective.Using the Internet celebrity live sales food as the research context,we explore the explanatory effects of positive or negative emotions,hedonistic or utilitarian motives on purchase intention in different contexts.To address the research questions,this paper constructs a conceptual model of the effects of positive or negative consumer emotions,hedonistic or utilitarian motives on purchase intention in food live streaming based on Para-social interaction theory,Source credibility theory and Emotional theory,and further explores the mediating effect of consumer trust in the path.By referring to relevant domestic and international literature and drawing on representative and mature scales,a questionnaire on the effects of positive or negative emotions,hedonistic or utilitarian motives,and consumer trust on purchase intention was designed.The sample data were collected by means of a web-based questionnaire,and a total of 921 valid samples were screened.Further,descriptive statistical analysis,reliability analysis,validity analysis and structural equation model evaluation were conducted on the sample data using SPSS 26.0 software and Smart PLS 4.0 software,and the mediating role of consumer trust was tested.Finally,based on the findings of the previous study,the effects of frequency of positive emotions,demographic variables and income on the total amount of food consumption during a period of time were further investigated to construct a multiple linear regression model and further validate the model fit and hypotheses.The results found that(1)positive and negative emotions significantly affect consumer trust and consumer food purchase intention in both positive and negative directions,respectively;(2)Hedonistic and utilitarian motivations have a positive effect on consumer food purchase intentions in both positive and negative emotion scenarios;(3)Consumer trust has a significant mediating role in all of these paths;(4)Consumer trust is positively related to consumers’ willingness to purchase food;(5)The frequency of positive consumer sentiment and income positively affect the total amount spent on live food purchases in the past period.And gender,age,and education level also significantly affect the total amount of food consumption.The above results are synthesized,and relevant countermeasures are proposed in three targeted dimensions: consumers,netizens or food companies and government,respectively.And the empirical research part also further enriches the current theoretical framework of consumer sentiment research and consumer behavior research.