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

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.