Influencing Factors of Consumer Purchasing Intention in Live Home Appliance E-commerce

DOI

10.2991/978-94-6463-368-9_21How to use a DOI?

Keywords

Live Home Appliance E-commerce; Purchase intention; S-O-R theoretical model

Abstract

In recent years, e-commerce live streaming has developed rapidly, bringing new opportunities for online sales of various products.

Compared with the offline consumption environment and the traditional e-commerce model, the shopping psychology and behavior of consumers in the live broadcast scenario of home appliance e-commerce have changed.

Based on the S-O-R theoretical framework, this paper proposes 9 stimulus variables from three aspects: home appliance e-commerce anchor, home appliance e-commerce live broadcast scene and home appliance product to build an impact model of consumer purchase intention under the background of home appliance e-commerce live broadcast. Based on the conceptual model, the research hypothesis is put forward. The scale was designed based on the results of previous maturity scales and root cause analysis. Through the analysis of reliability and validity, the data of 400 valid questionnaires obtained by formal investigation were analyzed.

The empirical results show that anchor features, scene features and home appliance features have significant positive effects on consumers’ purchase intention. On the basis of the empirical analysis results, the practical insights of home appliance e-commerce live broadcast are summarized from three aspects: home appliance anchor, home appliance live broadcast scene and home appliance product. This paper combines qualitative research with quantitative research, which is helpful for home appliance enterprises to better operate and manage e-commerce live streaming.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhai Yan
AU  - Tatchapong Sattabut
AU  - Chaiyawit Muangmee
PY  - 2024
DA  - 2024/02/14
TI  - Influencing Factors of Consumer Purchasing Intention in Live Home Appliance E-commerce
BT  - Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)
PB  - Atlantis Press
SP  - 175
EP  - 184
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-368-9_21
DO  - 10.2991/978-94-6463-368-9_21
ID  - Yan2024
ER  -