The Impact of Emotional Intensity of E-commerce Live Stream Anchors on Consumer Purchase Intention: The Mediating Role of Perceived Value

Zining Chen

doi:10.47297/wspceWSP2516-251902.20230702

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The Impact of Emotional Intensity of E-commerce Live Stream Anchors on Consumer Purchase Intention: The Mediating Role of Perceived Value

Volume 7, Issue 2

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The Impact of Emotional Intensity of E-commerce Live Stream Anchors on Consumer Purchase Intention: The Mediating Role of Perceived Value
Department of Creative Arts, Hong Kong Metropolitan University, 999077, Hong Kong, P. R. China
Vol. 7, Issue 2, Pages: 26-33(2023)
Published： 25 April 2023 ，
DOI：10.47297/wspceWSP2516-251902.20230702
Accepted：

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Chen Zining.The Impact of Emotional Intensity of E-commerce Live Stream Anchors on Consumer Purchase Intention: The Mediating Role of Perceived Value[J].Creative Economy,2023,07(02):26-33.
DOI：

Chen Zining.The Impact of Emotional Intensity of E-commerce Live Stream Anchors on Consumer Purchase Intention: The Mediating Role of Perceived Value[J].Creative Economy,2023,07(02):26-33. DOI： 10.47297/wspceWSP2516-251902.20230702.

摘要

Abstract

Live streaming is favored by consumers and businesses due to its low threshold

high heat

low cost

and great efficiency. To boost the sense of engagement and meet the needs of entertainment

communication

and shopping

consumers can participate in the development of content via the live broadcasting platform. Businesses transfer their items into the live streaming room in order to develop the market

enhance sales

and even promote new products. With the rapid expansion of the e-commerce live marketing model

the skill of e-commerce anchors is uneven

and how to cultivate anchors that are sought after and liked by consumers has progressively come into focus. The emotions shown by e-commerce anchors during live broadcasts have a direct impact on the viewing experience of consumers in the live broadcast room. In this context

this study attempts to evaluate the impact of e-commerce anchors' emotional intensity on customers' purchase intention

with an emphasis on the mediating role of perceived value.

关键词

Keywords

E-commerce live streamingAnchor's emotional intensityPerceived valuePurchase intention

references

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Guo Q. (2020). Development motivation, status and trend of e-commerce live streaming in China. News and Writing, 39(08):84-91.

Zhou Y., Tang S. & Xiao J. (2021). Research on consumers' purchase intention on e-commerce live streaming platform: Based on the perspective of social proximity. Contemporary Economic Management, 43(01):40-47.

Park H., & Lin L. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52, 101934.

Hu M., & Chaudhry S.S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019-1041.

Xiao J. & Guo S. (2020). Algorithmic emotion: Emotional communication in live bandwagon. News and Writing, 39(09):5-12.

Hsu C., Lin J., & Miao Y. (2020). Why are people loyal to live stream channels? The perspectives of uses and gratifications and media richness theories. Cyberpsychology, Behavior, and Social Networking, 23(5), 351-356.

Luo Y. (2020). Analysis of factors influencing consumers' online purchase intention based on personalized recommendation. Research on Business Economy, 41(09):75- 79.

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