A study of the impact of online live shopping information display on consumers’ purchase behaviour

Abstract

As a new form of content marketing in China, webcast shopping is in the stage of rapid development and exploration. Based on the SOR theoretical model, this study established a model of the impact of webcast information display on consumers’ purchase behaviours. The external stimulus information at the level of products, network anchors and consumer groups will help consumers to establish cognize at the level of product, relationship and emotional and further generate purchase intentions and behaviours. Through empirical analysis, the findings of this study are showed as follows. First, the information transmitted at the product level via webcast significantly and positively affects the establishment of consumer product, relationship and emotional cognition. Second, the information transmitted at the network anchor level also significantly and positively affects the establishment of consumers’ cognition of products, relationships, and emotions. Third, the information at consumer group level transmitted through webcast only significantly and positively affects the establishment of relationship cognition, and the cognition at the product and emotion level is not significantly influenced. Forth, the impact of product, relationship, and emotional cognition established by online live shopping on consumers’ purchase behaviours are significantly positive.