Exploring the mechanism of live streaming e-commerce anchors' language appeals on users' purchase intention.

ABSTRACT:

Introduction

Live streaming e-commerce is an important way for consumers to shop nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of the broadcast room. This paper studies the influence mechanism of anchors' language appeals, rational appeal, and emotional appeal on users' purchase intention. This study establishes a research framework which based on stimulus-organism-response (SOR) theory, and constructs a model to reflect the relationship between anchors language appeals, self-referencing, self-brand congruity, and purchase intention.

Methods

Survey using a convenience sample (N = 509) was conducted on Chinese mainland netizens through WJX platform (October 17-23, 2022) to obtain data. The partial least square structural equation mod

SUBMITTER: Ma E 

PROVIDER: S-EPMC10033604 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature