The Effect Of Social Presence On Consumers’ Purchasing Intention Of Green Products In E-commerce Live Streaming

At present,China’s green consumption demand still needs to be stimulated.As an important part of green consumption behavior,green product purchase is the premise and foundation of green consumption behavior.Therefore,it is crucial to enrich green product marketing methods and promote green product purchase.With the development and innovation of information technology,the live streaming marketing model has witnessed rapid development,providing new ideas for green product marketing.It can play an important role in promoting green product marketing,promoting green product brand building,and other aspects.E-commerce live streaming has become a new breakthrough in green product marketing.The impact of social presence as an important environmental factor in e-commerce live streaming on consumers’ green product purchase intentions cannot be ignored.Therefore,taking social presence as a key entry point for studying green product e-commerce live streaming and exploring its impact mechanism on consumers’ green product purchase intentions during live streaming can help to more deeply understand consumers’ green consumption behavior in the context of e-commerce live streaming,Provide practical suggestions for businesses to use live streaming to sell green products.Based on stimulation response theory,social facilitation theory,and social telepresence theory,this paper constructs a theoretical model with social telepresence as the core explanatory variable,perceived value as the intermediary variable,product involvement as the regulatory variable,and green product purchase intention as the explanatory variable.Based on the reference scale designed by predecessors,the specific measurement scale of this article was designed,and 354 valid questionnaires were obtained.Various empirical methods were used to test the research hypothesis.Through research,this article draws the following conclusions:(1)In green product live streaming,consumers have a high willingness to buy green products,and their perceived value level is also high;(2)The three dimensions of social presence in e-commerce live streaming will have an impact on consumers’ willingness to buy green products;(3)Perceived value can partially mediate between social presence and consumers’ willingness to buy green products;(4)Product involvement plays a negative regulatory role between perceived value and consumers’ willingness to buy green products.Based on the conclusions of this article,the following countermeasures and suggestions are proposed:(1)Green product merchants should pay attention to creating a social presence in the context of live streaming with goods.(2)During the live broadcast,the introduction and guidance of green products should be strengthened to improve consumers’ perceived value.(3)Pay attention to consumers’ perception of involvement in green products,and provide sufficient green product information to consumers.The innovation points of this article are as follows:(1)This article extends the existing research perspective,extending the social presence application context to green product e-commerce live streaming,exploring the impact of social presence on green product purchase intentions,and enriching the research of social presence theory in the field of e-commerce live streaming marketing.(2)The existing analytical framework has been improved by introducing perceived value to construct a mediating impact mechanism of social presence on consumers’ willingness to buy green products,and introducing product involvement to improve the existing analytical framework.