| The innovation of Internet technology has promoted the transformation of business model and consumption pattern.The emergence of e-commerce live broadcast has brought a blue ocean to traditional e-commerce with deteriorating competitive environment,and also provided consumers with better shopping experience.Since the advent of e-commerce live broadcasting,the development situation has been rapid and has been highly concerned by the industry and academia.At present,the e-commerce live broadcasting industry has gradually entered a mature stage.How to win advantages and consolidate market position in the fierce competition among e-commerce live broadcasting practitioners is an urgent problem to be solved.Therefore,the sales conversion rate of live broadcast rooms in e-commerce live broadcast has also become the focus of this paper.At present,there have been many studies on consumer purchase behavior in e-commerce live broadcast,but most of them are exploring the direct mechanism of the relevant characteristic factors in live broadcast on consumer purchase behavior,ignoring the state and changes of the body in the consumer decision-making process;Some scholars have also considered the driving effect of the internal state of consumers on consumer behavior,but no scholars have used objective data to study it.Therefore,in order to make up for the shortcomings of previous studies,this study builds a research model based on the "Stimulus-Organism-Response" model,empirically tests the model through the objective data of Tik Tok,and further analyzes whether there are significant differences in the impact of "stimulus" on "organism" in different types of live broadcast rooms.According to previous research experience and the characteristics of e-commerce live broadcasting,the stimulation variables in this study are divided into product-related stimulation and anchor-related stimulation.The body variable is the user’s cognitive and emotional state,and the response variable is the sales conversion rate between live broadcasting.This paper takes the Tik Tok live broadcast platform as the research object,and uses the relevant data from 710 live broadcast rooms to analyze the influencing factors of the sales conversion rate of live broadcast rooms.The following conclusions are drawn:(1)The cognitive and emotional state of users in the live broadcast room has a significant positive impact on the sales conversion rate of the live broadcast room.(2)The stimulus factors in the live broadcast have a significant positive impact on the user’s cognitive and emotional state.(3)In different types of live broadcast rooms,there are significant differences in the impact of stimulus factors on cognitive and emotional status among multiple live broadcast rooms.Therefore,it proves the importance of user’s body variables in e-commerce live broadcast and the moderating effect of the type of live broadcast room on the impact of stimulus factors and cognitive and emotional states in the live broadcast room.From the research results,this study can provide some reference value for future research on the sales conversion rate of e-commerce live broadcast,and make targeted recommendations for e-commerce live broadcast practitioners. |
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