THE IMPACT OF E-COMMERCE LIVE STREAMING ON CONSUMER PURCHASE INTENTION DURING THE COVID-19 PANDEMIC

10.2478/bjlp-2022-002065

Abstract

COVID-19 epidemic and the ongoing development of live e-commerce technologies have accelerated the industry's rapid expansion in China. This study, which is focused on the SOR conceptual model, uses questionnaires to evaluate the effects of live stream attributes on users' social activity and flow experiences, as well as their effects on users' purchase intentions in real-time e-commerce situations. Processing of data and participation were incorporated as controlling factors using Structural Equation Modelling (SEM). Social activity was dramatically enhanced by the host's attractiveness, communication, and trustworthiness. Additionally, flow experience was significantly influenced by host attractiveness, trustworthiness in the host, and social activity. Consumer purchase intention was significantly influenced by social activity and flow experience. In conclusion, this work highlights the importance of the host for live e-commerce and suggests that users with limited participation would represent the main emphasis of live e-commerce.