Research On The Influence Of Social Presence On Conformity Consumption Behavior In Live E-Commerce

With the booming exploitation of the Internet and 5G technology,and also the updating of consumption requirement in China,the "live streaming+" economy is in the ascendant.Based on this,live streaming e-commerce derived from it has quickly become popular due to its advantages of timeliness,three-dimensional nature,and convenience,becoming a common form of shopping nowadays.Compared to the "island" state that consumers have experienced in previous e-commerce models,the most significant difference between the live streaming e-commerce model and it is the reintroduction of the "human" element into online consumption scenarios,creating a true "archipelago" environment for consumers to shop with others at the same time,and bringing consumers an immersive shopping experience.As a concrete manifestation of an individual’s immersive presence,the interpretation of consumer emotions and behaviors in the context of live streaming e-commerce is still at an initial stage,so exploring its impact mechanism on consumer conformity has certain significance.This study combines the characteristics of live streaming e-commerce,based on social impact theory,social facilitation theory,and fine processing possibility model,with arousal as an intermediary variable,and product category as a moderator variable,to construct a research model of social presence on conformity consumption behavior in the context of live streaming e-commerce.By collecting questionnaires from consumers who have purchased live streaming e-commerce,and using SPSS26.0 software to test the relationship hypothesis,the results show that:(1)In the context of live streaming e-commerce,coexistence presence,communication presence,and emotional presence in social presence positively affect consumer conformity behavior.(2)Awakening plays a mediating role between social presence and conformity consumption behavior.Social presence can improve consumers’ arousal level,thereby stimulating the generation of conformity consumption behavior.(3)Product categories play a moderating role between social presence and conformity consumption behavior.Compared to search products,when consumers purchase experiential products,social presence significantly and positively affects their conformity consumption behavior.(4)Product categories play a regulatory role between social presence and arousal.Compared to search products,when consumers purchase experiential products,social presence significantly and positively affects their arousal level.This study expands the research context of social telepresence and provides new ideas for understanding consumers’ emotions and behaviors in the context of live streaming e-commerce.On the one hand,this paper integrates the present rapid expansion of live e-commerce,introducing social telepresence into the field of live streaming e-commerce and studying its impact on consumers,providing reference for other researchers to conduct future work on social telepresence in marketing.On the other hand,research on consumer conformity focuses on offline or online graphic and textual contexts.This article discusses consumer conformity in the live streaming e-commerce model,which can help broaden research horizons and improve theoretical research on consumer conformity from different perspectives.At the same time,the research conclusions also have some inspiration for live streaming merchants:(1)Live streaming merchants should enhance consumers’ perception of social presence by diverting and strengthening the social attributes and professional qualities of the host in the live streaming room.(2)Live streaming merchants should pay attention to the arousal level of consumers,and use emotional exaggeration in marketing promotion to enable consumers to obtain the best experience,thereby improving their purchasing possibilities.(3)When promoting products,live streaming merchants cannot blindly emphasize the functional attributes of the product,and they need to implement different strategies based on different product categories.When promoting search products,they should focus on the product itself and introduce various parameters of the product to consumers in detail.When promoting experience products,they should pay more attention to the atmosphere of the live streaming room and the degree of arousal of consumers,bringing them rich external clues and emotional experiences.