Research On The Influence Of Social Presence On Herd Consumption In Live Streamin

Due to the continuous development of mobile Internet technology and the upgrading of consumption demand of online shopping,the traditional way of graphic introduction and page browsing can no longer meet the shopping needs of consumers,but generally pursue a new shopping environment with immersion,audio-visual experience and other experiences.In such a case,the live broadcast marketing model arises at the historic moment and becomes the potential stock in the new commercial tuyere.Under the live broadcast marketing model,it can take advantage of its real-time,efficient and dynamic characteristics to show the true face of products to consumers and bring accurate and profound experience of presence to consumers.Therefore,consumers in this mode are no longer in the island of viewing product information alone,but in a common shopping territory with others present.Due to its real-time performance,strong interaction and strong drainage,live broadcast marketing model has attracted wide attention from the industry.Especially after the outbreak of the international novel coronavirus epidemic,offline sales have been blocked and physical development has been frustrated.Since the live broadcast marketing model combines the sales attributes of e-commerce and the traffic attributes of live streaming,it can realize the integration of people,goods and field.Then realize the online "shopping mall" shopping mode and other advantages,become a "dark horse" to stimulate consumption,drive commodity sales.The sense of social presence in live broadcast marketing model refers to the degree of significance that consumers watching live stream perceive others’ interaction in such a shopping environment and the accompanying degree of significance of interpersonal relationship.At present,the research of social presence has been involved in communication,online education and virtual community,but there are relatively few researches in the field of high interactive live broadcasting.In the live marketing mode,real-time interactive communication enables consumers to perceive a high degree of social presence,which in turn affects their conformity consumption.Therefore,on the basis of existing studies,this paper explores the influence mechanism of consumers’ perceived sense of social presence on consumers’ conformity behavior in the live broadcast marketing model.This paper refers to the three-dimensional division of social presence by Xie Ying et al.and divides it into three dimensions of coexistence presence,communication presence and emotional presence for measurement.At the same time,the trust degree of user production information is added as the intermediary variable of this study,and the strength of consumer-anchor relationship is introduced as the moderating variable.Based on this,the theoretical hypothesis of this paper is proposed.In terms of data collection,this paper adopts the common questionnaire method to collect the data samples needed for this research,and uses SPSS 24.0 and AMOS 24.0 to analyze the collected data.The results show that each dimension of social presence has a significant positive effect on conformity consumption;Each dimension of social presence has a significant positive effect on the user’s trust in production information.User production information trust has a significant positive effect on conformity consumption;User production information trust has a partial mediating effect on the influence of social presence on conformity consumption.The intensity of consumer-anchor relationship positively moderates the relationship between social presence and user’s trust in production information.