Study On The Consumers’ Purchase Mechanism Of E-commerce Live Streaming Based On Interperonal Interaction

The market scale of the e-commerce live streaming continuously exceeds people’s imagination,which makes sellers have started selling goods via live streaming.Scholars have also paid attention to this phenomenon,trying to explain the mechanism of consumers’ purchase behavior.The prominent feature of e-commerce live streaming is interpersonal interaction,but there is still a lack of research on this.Therefore,this paper combined the SOR model and the URT theory to construct a theoretical model from interpersonal interaction to consumers’purchasing decisions.In order to verify the relevant assumptions,this paper conducted the following two studies using the questionnaire survey method and the secondary data method.In study one,with the objective data,the paper analyzed the impact of interpersonal interaction on consumers’ purchase behavior.We obtained 1,392 valid live streaming records for 2 months in 20 live streaming rooms(671 from experience products,721 form search products)through the professional live streaming monitoring platform--Grey Dolphin Data(Taobao Edition).And we obtained objective data such as the number of likes,comments,gross merchandise volume,number of fans etc.In study one,the average of likes and comments were used to represent the interpersonal interaction;the gross merchandise volume was used to represent the purchase behavior;popularity and activity were controlled.The study found that interpersonal interaction positively impacted on consumers’ purchase behavior,especially for the experience products.In study two,the paper discussed the psychological mechanism of the interpersonal interaction on purchase behavior.Combined relevant literatures,this paper divided interpersonal interaction into the four dimensions:timeliness,relevance,interaction frequency,and mutuality.Then,we investigated the relevant behaviors of consumers of "Taobao Live Telecaster’ by questionnaires.A total of 333 valid questionnaires were obtained.The study found that timeliness,relevance,interaction frequency,and mutuality all can affect consumers’ purchase intention through perceived uncertainty.In other words,perceived uncertainty mediated the four variables of interpersonal interaction and purchase intention.To a certain extent,this paper reflected the current situation of interpersonal interaction of e-commerce live streaming,and provided reference for e-commerce live streaming sellers to enhance interpersonal interaction and improve consumer purchase conversion rate.