Research On The Impact Of Social Telepresence Experience On Consumers’ Purchase Intention In Public Service Live Broadcasting

In the context of the continuous upgrading of consumption mode and the huge impact of the COVID-19 on the economy,the public service live broadcast conforms to the development background of media integration,and by virtue of its unique advantages in drainage,social networking,experience and other aspects,it strengthens the elements of online shopping "market",perfectly integrates "people,goods and market",greatly improves the consumer’s socialized shopping experience,forms a new immersive public service shopping model,and becomes the mainstream media to stimulate consumption A new way to drive economic growth and assume social responsibility.However,at present,the quality of public welfare live streaming varies,and there are problems such as homogenization of marketing content,continuous increase in customer acquisition costs,and unclear mechanism of social presence experience.Consumers’ willingness to purchase in public welfare live streaming needs to be improved.How to enhance consumer experience has become a key breakthrough direction for public welfare direct broadcasting related enterprises.Taking consumers who have watched public welfare live streaming rooms and engage in purchasing behavior while watching as the research object,combined with the characteristics of public welfare live streaming,this study explores the multidimensional social presence factors that affect consumers’ purchasing intentions,which is of great significance for the development of e-commerce live streaming and the public welfare industry.Based on the research background of public service live broadcast marketing,supported by the theory of "stimulation organism response"(S-O-R)and the technology acceptance model(TAM),which are widely used in the study of consumer behavior intentions,and based on the perspective of social telepresence,this thesis sets up coexistence telepresence,expressiveness,information diversity,interactivity,authenticity,and identity from three dimensions:coexistence telepresence,communication telepresence,and emotional telepresence Seven influencing factors of moral sense,introducing perceived usefulness and perceived trust as mediating variables,construct a consumer purchase intention model in the context of public welfare live streaming,explore the mechanism of consumer social perception of their purchase intention,and verify the mediating effect of perceived usefulness and perceived trust.Drawing on mature scales both domestically and internationally,and combining public welfare characteristics to form a survey questionnaire,the questionnaire will be officially distributed after pre investigation.Subsequently,468 valid questionnaire data were processed through SPSSAU and AMOS,and the corresponding conclusions were drawn:(1)the presence of presence positively affects the information diversity,interactivity,and authenticity,identity,and moral sense of the emotional presence dimension in communication;(2)The degree of expressiveness,information diversity,and interactivity in the dimension of communication presence positively affect perceived usefulness,while the authenticity and identity in the dimension of emotional presence positively affect perceived trust;(3)Perceived usefulness positively affects perceived trust;(4)Perceived usefulness and perceived trust both positively affect purchase intention;(5)Both perceived usefulness and perceived trust have a mediating effect.The research results of this article can complement the research on consumer purchasing intentions in the context of public service live streaming,extend the research perspective and field of social telepresence,strengthen the social telepresence experience of consumers on public service live streaming platforms,and improve the consumption conversion rate of public service live streaming.Not only does it promote the commercialization of public service live streaming at the national level,giving full play to the role of the third distribution in promoting common prosperity,but it can also inspire public service live streaming platforms,anchors,and related enterprises and businesses to enhance consumers’ awareness,intention,and perceived trust by managing the social presence in public service live streaming,thereby promoting the generation and transformation of consumers’ purchase intentions,Finally,the public welfare attribute and economic benefits of public service live broadcasting will be further realized.