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The Influence Mechanism of Core Elements in E-commerce Live Broadcasting on Consumers' Purchase Intention in China
Author(s)
Huang, Yiling
Date Issued
January 1, 2025
Type
Article
Abstract
This study delves into the dynamics of e-commerce live broadcasting by examining how core elements—anchored characteristics, product attributes, broadcast room scene, and online comment quality—affect consumers' purchase intention. Grounded in the "User-Product-Environment" theory and perceived value theory, data were gathered from 320 Chinese consumers who actively participated in e-commerce live broadcast shopping. Through empirical analysis of the structural equation model (SEM), the study reveals the significant impact and pathways of these factors on consumer’s purchase intention. The results emphasize the key role of anchor characteristics, product attributes, broadcast room scene, and online comments in shaping consumer purchase intention in the field of e-commerce live broadcasting. The study also shows that the online comment quality plays a mediating role between e-commerce core elements and consumer’s purchase intention.
Citation
Review of Integrative Business and Economics Research, 14(4), 56-76, 2025