Research On The Influence Of Social Presence On Consumers’ Purchase Intention

Before the COVID-19,online shopping had become one of the main ways for people to shop,and many of them chose to watch webcasts to learn about the products they wanted to buy.After the epidemic,online live streaming with goods has become the main way for people to understand products online.Not only wake up to the mixture of live streaming traffic characteristics and e-commerce sales characteristics are also realized along with the integration of people,goods,and markets.However,in this method,real time interaction between all the people has replaced the old commodity message transmission mode’s one-way message output,such as text and pictures.Customers won’t be present in an isolated island situation where they watch the purchase information in isolation,but in an environment where others are present and their purchase behavior is observed by others.Consumers’ perception of interpersonal interactions is significant to the extent that they sense social telepresence.Many academics have currently studied the issues with social telepresence in the areas of communication,online learning,virtual communities,interpersonal interaction,etc.,but few have actually incorporated the idea of social telepresence into the live broadcast marketing scene for research.In the live broadcast room,despite the fact that consumers cannot interact with individuals in person,the communication conducted by others through subtitles and the interaction of the host will make consumers unconsciously feel a high sense of social presence,thus affecting the value perception of target consumers,thus further affecting consumers’ purchase intentions.Academics also pay attention to the field of live delivery,but this sales model belongs to the rising trend in recent years.At present,there is relatively little targeted research in the academic community,especially from the perspective of social presence,to study the impact on consumers’ purchase intention.In this context,based on data from a questionnaire and related literature,this paper empirically studies the influencing factors of social presence on consumers’ purchase intention,and explores its internal mechanism.Specifically,this essay covers the following topics:(1)Examine how consumer social presence affects consumer purchasing intent.This research refers to the previous scholars’ research and combines the current actual situation,and divides the social telepresence that consumers can perceive in the process of live delivery into consciousness,emotion and cognitive social telepresence.The empirical results show that awareness,emotion and cognitive social telepresence positively affect consumers’ purchase intention,that is,awareness,emotion and cognitive social telepresence will Promote consumer spending.(2)Explore the impact of consumers’ value perception on consumers’ purchase intention.In this paper,consumers’ value perception is divided into practical value perception and hedonic value perception.The empirical results show that consumers’ sense of practical value and sense of hedonic value are positively related to consumers’ purchase intention,that is,sense of practical value and sense of hedonic value will promote consumers’ consumption behavior.(3)To investigate the intermediary role of consumer value perception(practical value perception,hedonic value perception)in the process of social presence and consumers’ purchase intention.Research shows that consumer value perception plays a mediating role in the path of consumer purchase intention.The perception of practical value and the perception of hedonic value play a role in each dimension of social presence on the path of consumers’ purchase intention.Previous studies have involved both social telepresence and consumer value perception as intermediate variables,but there has been no research linking social telepresence,consumer value perception,and consumer purchase intention.This study fills a gap to some extent.Through research,it can help enterprises,especially those that prioritize live streaming marketing,better promote consumer decision-making.