Research on the Influence of Interaction with the Streamer on Customers' Purchase Intention in the Context of Live-Streaming E-commerce

Abstract

Good interaction between the streamer and customers can give the latter a good shopping experience as they can get a life-like view of the products. The interaction plays an important role in shaping the customers' purchase intention. The influence mechanism of interaction on customers' purchase intention is theoretically well grounded, but its working mechanism in the context of live streaming-enabled E-commerce needs to be tested with empirical evidence. Based on the situation of live streaming mode of E-commerce, this paper focuses on the relationship between interaction with the streamer and customers' purchase intention, constructs a measurement model of the relationship between the two in accordance with the "S-O-R" theoretical framework, and comprehensively uses factor analysis, correlation and regression analysis methods to verify the hypotheses. The empirical statistics show that there is a significant relationship between interaction with the steamer and Customers' purchase intention in the context of live-streaming E-commerce. Interaction has a direct and positive impact on customers' purchase intention; The professionalism and interacting skills of streamers contribute much to building customers' trust and stimulate customers' purchase intention. In the process, trust plays an intermediary role. Based on the conclusion of empirical studies, this paper puts forward the specific strategies on the ways to stimulate customers' purchase intention through the live streaming mode of E-commerce, including paying attention to cultivating the professionalism of streamers, improving live interaction, stimulating customers’ trust. The purpose of this study is to provide decision-making reference for live streamers to effectively stimulate customers' purchase intention and implement targeted marketing.