Research On The Influence Mechanism Of Users’ Impulse Purchase Intention Under The Scene Of Star E-commerce Livestreaming

Livestreaming e-commerce is an emerging and popular way of online shopping.However,with the development of time,e-commerce live broadcasting begins to face serious content homogenization and traffic bottlenecks.Star e-commerce live broadcast,as a new form of cross-border e-commerce live broadcast,can break the flow bottleneck in most cases,and achieve the effect of both stars,businesses and platforms.At the present stage,academic studies on e-commerce live broadcasting mostly focus on the live broadcasting scenes of professional anchors,while there are relatively few studies on the subdivision scenes of stars e-commerce live broadcasting.In addition,most of the previous studies on users’ purchase intention in live broadcast only considered the performance of anchors in live broadcast on the spot,ignoring a series of connections established between users and anchors before live broadcast.Therefore,this study firstly introduces the concept of celebrity identity into the scene of e-commerce live broadcast,and explores the influence of consumers’ identity with celebrities before watching live broadcast on consumers’ intentions.At the same time,the bullet screen generated during the live broadcast is an important social clue,which can fully reflect consumers’ emotions and feelings.Existing studies on consumer behavior in e-commerce live broadcast rooms either fail to consider the factor of bullet screen or only consider the influence of the length of bullet screen,and there are few studies on the impact of the overall emotional tendency reflected by the bullet screen in live broadcast rooms.Therefore,this study also considers the influence of the potency of the bullet screen in live broadcast rooms.Based on information source characteristics,social identity theory,SOR model and other theories,this paper uses SnowNLP library and LDA model to analyze the theme and emotion of bullet screen,and preliminarily explores variables related to consumers’ emotions in live broadcast.Then,questionnaires were used to analyze the data of 383 valid questionnaires collected,and the following conclusions were finally drawn.The interactivity,popularity and live-broadcast bullet screen titer of star information sources have a significant positive influence on consumers’ impulse purchase intention under the mediating effect of perceived trust and positive emotion arousal.Celebrity professionalism has a mediating effect on impulse buying intention through perceived trust,while attraction has a mediating effect on impulse buying intention through positive emotion arousal.Audience’s sense of identity to stars in the live broadcast negatively moderates the influence of star information source characteristics on perceived trust,that is,the higher the sense of identity,the less the influence of star’s performance in the live broadcast and his popularity on consumers’ perceived trust.