Research on the Influence of Live e-Commerce Broadcasting on Consumer Purchase Intention Based on Content Marketing

Abstract

Purpose – In recent years, e-commerce live broadcasting has received attention from theoretical scholars and practical experts for its online interactive promotional capabilities. In the context of e-commerce live streaming, this article provides new ideas for exploring the logic of content marketing by exploring the paths of various dimensions of e-commerce live streaming content marketing on consumer purchase intention, and clarifying the interrelationships among the variables. Design/Methodology/Approach – Based on SOR theory, this article takes content marketing as the entry point to explore the influence mechanism of e-commerce live content marketing on consumer purchase intention from the perspective of consumers. Empirical data were obtained through questionnaires; 393 valid samples were analyzed using SPSS26 and AMOS26 tools, and research hypotheses were verified using structural equation modeling. Findings – The four dimensions of content marketing, functionality, entertainment, emotion, and interactivity can positively influence consumer purchase intention to varying degrees. Content marketing positively influences perceived value, perceived value positively influences purchase intention, and perceived value partially mediates the relationship between content marketing and purchase intention. Research Implications – This study reveals the mechanism of the influence of e-commerce live content marketing on consumer purchase intention, provides guidance for live anchors and e-commerce sellers, and, at the same time, helps consumers understand themselves and make more rational consumption decisions.