Abstract
With the rapid development of the digital economy, live streaming e-commerce has become a new format and trend in e-commerce. However, the live streaming e-commerce industry is becoming more homogeneous, and companies urgently need to enhance their competitiveness through employee innovation. This article aims to explore the factors that influence the innovative behavior of employees in live-streaming e-commerce companies and provide a theoretical basis and practical guidance for companies to implement innovation-driven development strategies. Based on social identity theory and motivation theory, this study constructed a research model on "the impact of live broadcast e-commerce organizational innovation atmosphere and professional identity on employee innovative behavior". Sample data were collected through questionnaires, and statistical analysis methods were used to test the research hypotheses. The research found that: 1) organizational innovation climate positively affects employee innovative behavior, and work motivation plays a partial mediating role between the two; 2) professional identity positively affects employee innovative behavior, and organizational identification plays a partial mediating role between the two; and 3) employees with different personal characteristics have significant differences in their innovative behaviors.
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