Reaserch On The Influence Mechanism Of E-commerce Live Broadcast Online Servicescape Social Clues On Consumers’ Purchase Intention

With the development of Internet and media technology,the traditional e-commerce platform has been upgraded digitally to an e-commerce live broadcast with both media richness and social attributes.Due to its media richness,e-commerce live broadcast can realize the face-to-face product performance between service personnel and consumers.This way of intuitively displaying products is favored by more and more consumers.However,with the gradual maturation of the industry,e-commerce enterprises are facing increasingly fierce market competition.In the era of experience economy,servicescape has become an important factor affecting consumers’ shopping experience.Based on the social attributes of e-commerce live broadcast,more and more scholars have paid attention to how to improve user experience and ultimately promote favorable online behavior through well-designed online servicescape social clues that fit consumer’s cognition.In order to study the above problems,this paper introduces SOR theory and selective awareness theory to explore the mechanism of online servicescape social clues on consumers’ purchase intention,proposes a mechanism model of the impact of online servicescape social clues on consumers’ purchase intention in e-commerce live broadcast.Using the methods of questionnaire survey and data analysis,this paper collects the questionnaire data of 353 e-commerce live broadcast users,and reveals the internal mechanism of consumers’ purchase intention by analyzing the intermediary mechanism and regulation mechanism between online servicescape social clues and consumers’ purchase intention.The results show that: Firstly,among the social clues in online servicescape,physical social clues,personnel social clues-service personnel and personnel social clues-other customers have a significant positive impact on consumers’ purchase intention,among which personnel social clues-service personnel have the greatest impact;Secondly,the perceived value of informational content and emotional content partially mediate the impact of physical social clues,personnel social clues-service personnel and personnel social clues-other customers on consumers’ purchase intention;Thirdly,hedonistic shopping motivation positively regulates the influence of personnel social clues-other customers on consumers’ purchase intention.This paper divides the online serivescape social clues into three dimensions: physical social clues,personnel social clues-service personnel,personnel social clues-other customers,explains the internal mechanism of consumers’ purchase intention from the perspective of psychology,enriches the theoretical research of consumers’ purchase intention,and also provides some practical guidance for e-commerce enterprises to design the e-commerce live broadcast online servicescape social clues.