Explore the Influence of E-commerce Live Broadcast on Consumers' Purchase Intention: Based on the Motivational Psychology Theory

Zhuoge Cai; Xinyi Lan

doi:10.54254/2753-7048/43/20240674

Research Article

Open access

Published on 14 March 2024

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Cai,Z.;Lan,X. (2024). Explore the Influence of E-commerce Live Broadcast on Consumers' Purchase Intention: Based on the Motivational Psychology Theory. Lecture Notes in Education Psychology and Public Media,43,130-136.

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Explore the Influence of E-commerce Live Broadcast on Consumers' Purchase Intention: Based on the Motivational Psychology Theory

Zhuoge Cai ¹, Xinyi Lan *^,2,

¹ Chengdu University
² Chengdu University

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2753-7048/43/20240674

Abstract

E-commerce online live shopping has become intricately woven into the fabric of people's daily lives. This study adopts empirical statistical research methods to identify factors influencing consumers' purchase intentions within the realm of e-commerce live broadcasting. Drawing upon the Stimulus-Organism-Response (S-O-R) model and motivational psychological theory, a comprehensive model for consumer purchase intentions in the context of e-commerce live streaming is formulated. Users' perceived interactivity, perceived content quality, and perceived trust in live streamers are taken as antecedent variables, and users' emotional motivation and cognitive motivation are taken as intermediate variables. Use the user's purchase intention as the result variable. Assume that the three anthems positively affect the two intermediate variables, and the two intermediate variables positively affect the outcome variables. After a series of data analyses, all the proposed hypothesis studies are valid. In other words, the interaction of users' perception of live broadcasts when watching e-commerce, the quality of content, and their trust in live streamers will positively affect users' emotional motivation and cognitive motivation, and the emotional motivation and cognitive motivation generated by users will also positively affect users' purchase intention. There are mediating effects between affective motivation and cognitive motivation in the hypothesis model.

Keywords

E-commerce live broadcast, S-O-R theory, Motivational psychology theory

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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2nd International Conference on Social Psychology and Humanity Studies

Conference website: https://www.icsphs.org/

ISBN：978-1-83558-341-8(Print) / 978-1-83558-342-5(Online)

Conference date: 1 March 2024

Editor：Kurt Buhring

Series: Lecture Notes in Education Psychology and Public Media

Volume number: Vol.43

ISSN：2753-7048(Print) / 2753-7056(Online)

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