The Effect Of Perceived Hedonicity Of Live Streaming Shopping On Consumers’ Purchase Intention

The continuous development of Internet technology and the iteration of online marketing forms provide more and more opportunities for impulse consumption,and the emerging marketing model of livestreaming shopping is rapidly coming into view.Unlike the traditional one-way decision-making process,the emergence of livestreaming shopping allows marketers to greatly influence the decision-making process of consumers.Relying on live streaming media,real-time transmission of video and voice,instant interactive comments,immersive shopping experience,and a combination of entertainment and convenience,livestreaming shopping makes viewers willingly pay money to buy products in the spirit of enjoyment,which makes livestreaming shopping a popular choice for online sellers who want to boost their turnover.The above effects are achieved based on the premise that livestreaming shopping can give consumers a sense of hedonism.Therefore,studying the consumers’ Perceived hedonicity in livestreaming shopping can help to explore the emotional experience of consumers in the shopping process,so as to better understand consumers’ needs and psychology,and promote consumers’ loyalty and purchase intention.This paper compares the literature related to livestreaming shopping and consumers’ psychological states.Based on the perspective of dual-processing theory,we find a three-way interaction effect between the perceived hedonicity of livestreaming shopping,consumers’ ego depletion state,and individual trait impulsiveness,and introduce attitude as a mediating variable and purchase intention as a dependent variable,finally presenting a moderated moderated mediation model with regulation.Firstly,the forms of livestreaming shopping are classified,and the possible psychological processes of consumers purchasing products through live streaming are discussed.Secondly,the model construction and hypothesis formulation were completed on the above basis.Finally,three experiments were designed to collect data from consumers in different psychological states,and empirical analysis was conducted to verify the correctness of the proposed hypotheses.The main findings of the study are: consumers’ perceived hedonicity positively influences their attitude and purchase intention in livestreaming shopping;attitude plays a mediating role in the positive correlation between consumers’ perceived hedonicity and purchase intention;ego depletion moderates the relationship between consumers’ perceived hedonicity and attitude,and consumers’ attitude toward high hedonicity live streaming is more positive when they are depleted;consumers’ perceived hedonicity,ego depletion state and individual traits There is a three-way interaction between perceived hedonicity,ego depletion and individual trait impulsivity,and the higher the trait impulsivity,the stronger the ability of ego depletion to regulate the relationship between consumers’ perceived hedonicity and attitudes.The article concludes with a discussion of theoretical and practical contributions.