A Multidimensional Framework for Understanding E-Commerce Live Streaming’ s Effect on Purchase Intention

EasyChair Preprint 13394

Abstract

The e-commerce landscape is evolving rapidly, and businesses seek novel ways to enhance their competitive edge. E-commerce live streaming has emerged as a powerful sales channel, uniquely positioned to boost orders and revenue. In this context, understanding consumers’ purchase intentions becomes crucial. Drawing from the Stimulus-Organism-Response (SOR) theory, we propose a conceptual framework that investigates the factors influencing purchase intention in e-commerce live-streaming marketing. Our model encompasses three critical elements: the live streamer, the product, and the live streaming platform. By analyzing these factors, we aim to shed light on the dynamics of consumer decision-making. To validate the framework, we will conduct a preliminary survey, ensuring robust reliability. Our research questions focus on the impact of e-commerce live-streaming marketing on purchase intention, the specific factors at play, and their effects on consumers. As China's cashless society continues to thrive, our study contributes valuable insights. Future research will employ structural equation modeling to refine our understanding and provide optimization recommendations for the dynamic live streaming marketing market.

Keyphrases: SOR, Trust, impulsiveness, live streaming, purchase intention

@booklet{EasyChair:13394,
  author    = {Yang Gu and Singha Chaveesuk and Wornchanok Chaiyasoonthorn and Manoj Chatpibal},
  title     = {A Multidimensional Framework for Understanding E-Commerce Live Streaming’ s Effect on Purchase Intention},
  howpublished = {EasyChair Preprint 13394},
  year      = {EasyChair, 2024}}