A Study On The Effect Of Interaction Between Background Type And Product Category In Live Streaming On Consumers’ Purchase Intention

In the digital,intelligent,mobile and other media driven,live e-commerce around the core elements of "people,goods and fields",the construction of "goods to people" immersive live scene.Live e-commerce platform is a "home",while the live room becomes another "show",the first thing consumers perceive when they enter the live room is the stimulation of the live room background and other visual cues,which as a hidden competitiveness of the atmosphere of the live room,can show the The style of the product.So,how to choose a suitable background for different products to expand the consumer base,to promote the live shopping process of product sales,become a common live e-commerce enterprises face a "thinking problem".This paper investigates the mechanism of influencing consumers’ purchase intention in live-streaming atmosphere based on the perspective of live-streaming background type.Currently,scholars believe that there are limitations in influencing consumers’ understanding of a product based on the evaluation of the product alone,and that elements of the live room atmosphere and the background type of product images can provide important cues that can effectively help consumers imagine the future use of the product.However,few previous studies have focused on the mechanism by which the visual cue of live room background type(real vs.virtual background)in the live atmosphere affects consumers’ shopping decisions.Therefore,this study explores the intrinsic influence mechanism of the interaction between the type of live background(real vs.virtual background)and product category(search-based vs.experience-based products)on consumers’ purchase intention,starting from the live background,which is an important component of the live atmosphere,based on the refined processing possibility model and cue diagnosis theory.The research model was validated by contextual experimental method and empirical analysis,and the following conclusions were obtained:The results of Experiment 1 showed that there was a main effect of live-streaming context type and product category on consumers’ purchase intention:when the live-streaming real context matched with experience-based products and the live-streaming virtual context matched with search-based products,it was more likely to increase consumers’ purchase intention.The results of Experiment 2 show that there is an interaction effect between live-streaming background type and product category on perceived diagnosability:when the live-streaming real background matches with experience-based products and the live-streaming virtual background matches with search-based products,it is more likely to improve consumers’ perceived diagnosability.The results of Experiment 3 showed that,based on the findings of Experiment 1 and Experiment 2 again,and further found that perceived diagnosability has a mediating role in the effect of the interaction between live-streaming context type and product category on consumers’ purchase intention.The theoretical contributions of this study include:starting from the live room atmosphere,deepening the division dimension of the live room background information in the live room atmosphere,previous studies have explored other variables in the live room atmosphere from different perspectives,but ignored the influence mechanism of the visual cue of the live room background type;taking the live room background as the entry point,enriching the matching effect of the visual cue of the live room background type with the product category,previous Previous studies have not explored visual cues as a single element,but usually match them with product categories,etc.In addition,the practical value of this study includes:in the process of enterprise live broadcast,different types of live broadcast backgrounds are adopted for different products to develop a rationalized live marketing strategy;based on the product categories of live broadcast enterprises,the design of targeted live broadcast backgrounds can maximize the marketing effect of limited resources and improve the ability of e-commerce enterprises to bring goods live.