Research On Influencing Factors Of Consumer Engagement In The Context Of Live Streaming E-commerce

With the upgrading of information technology and diversified development of ecommerce mode,the scale of online shopping groups in China is increasing year by year,and online shopping platforms are gradually changing people’s shopping habits.With the increasing demand for online shopping,people have more and more requirements for online shopping platforms.The mode of introducing products in the form of pictures and videos can no longer meet consumers’ demand for product information,so the live-streaming shopping mode characterized by real-time live broadcast explanation comes into being.At present,the market of live-streaming shopping platform has developed to a certain scale,and there are some achievements in the research of live-streaming shopping platform in the industry.However,most of the research focuses on consumers’ purchase behavior and use behavior,such as consumers’ purchase intention,consumers’ repeated purchase intention,consumers’ continuous use intention of the platform,etc.However,there are still some gaps in the research on consumers engagement.In the context of live streaming shopping,consumer engagement refers to the behavior of individual users participating in various live streaming activities and investing time,energy and emotion on the live streaming shopping platform.Consumer engagement includes not only purchase behavior,but also non-purchase behavior such as experience sharing and online interaction.Therefore,research on consumer engagement is of great significance to the development of platform.However,the factors that drive individuals to engagement under special circumstances are not uniform.This paper mainly studies the driving factors of consumer engagement in the context of live-streaming shopping.First of all,based on the current situation and characteristics of live-streaming e-commerce,research combined with elaboration likehood model and the affordance theory,explored the influence path of individual flow experience on consumers engagement from the perspectives of individual processing of anchor output information and platform affordance function.Secondly,the paper tries to construct the influence mechanism model of consumer engagement and puts forward relevant hypotheses.Finally,this study collected the usage data of 625live-streaming shopping platform users through questionnaire survey.After sorting out the data,SPSS23.0 was used for data analysis and AMOS22.0 was used for structural equation model analysis.Among them,confirmatory factor analysis proved the reliability and validity of the questionnaire data.The hypotheses proposed in the research framework were tested by structural equation model,and the direct factors affecting consumer engagement behavior are prioritized.The empirical analysis results show that individual control,attention focus,curiosity and intrinsic interest of flow experience have a significant impact on consumer engagement,and the influence of attention focus and intrinsic interest on consumer engagement is significantly greater than control factors.The argument quality and the sourcing credibility have positive effects on individual flow experience.The optimization of utilitarian,hedonic and connective affordance of live-streaming shopping platforms also has a positive effect on improving consumer flow experience.The results of the empirical analysis show that the framework model of this study has certain applicability in explaining consumer engagement behavior in the context of live-streaming shopping,and also provides some ideas for people to understand consumer engagement behavior in the context of live-streaming shopping.Finally,this paper puts forward some practical enlightenment and management suggestions based on the results of hypothesis testing.