| With the rapid development of Internet communication technology,ecommerce has experienced the development process from traditional online shopping to social commerce and then to live streaming shopping:Web 1.0 technology supported traditional online shopping,Web 2.0 technology promoted the development of social commerce,and the emergence of Web 3.0 technology realized live streaming shopping.At present,the growth speed of live streaming shopping is much faster than that of traditional online shopping.In 2022,the gross merchandise volume(GMV)of live streaming shopping was about 3.5 trillion-yuan,accounting for about 23%of the gross merchandise volume of e-commerce.Live streaming shopping is of great significance in promoting consumption,boosting employment,boosting rural revitalization,and improving national economic strength.Live streaming shopping is the main force of the development of e-commerce industry in our country.The development of live streaming shopping is of great significance to promote the digital transformation of the traditional industry,to lead the development of new consumption to accelerate the development of high-quality economic development in our country.Because of the huge commercial value and development potential of live streaming shopping,live streaming shopping has become one of the key research fields of academic circles.Firstly,previous studies on live streaming shopping mainly focused on a single live streaming shopping platform or collect data from multiple live streaming shopping platforms but did not distinguish platform.Only few studies focused on consumer behaviors in live streaming shopping from the perspective of platform comparison.Therefore,study 1 attempted to explore the reasons influencing consumers’ platform preferences by using in-depth interviews.This paper found that live streaming shopping content features is an important factor affecting consumers’ platform preferences.Secondly,live streaming media realizes the two-way real-time interaction between consumers and anchors.Therefore,previous studies on live streaming content features mainly focused on the interactivity of live streaming.In fact,compared with traditional e-commerce,consumers can see the product through virtual face to face,participate in fun activities organized by the live streaming studio.Therefore,live streaming content also has visualization,entertainment and so on.However,there was a lack of systematic quantification of live shopping content at present,so text mining was used to extract the features of live shopping content in study 2.Previous research on psychology of live streaming shopping mainly focused on the influence of a single psychological factor,ignoring the mutual influence of various psychological factors.Social presence,psychological distance and trust were interrelated in the study 3.A structural equation model was constructed,in which live streaming content features affect consumer purchase intention through social presence,psychological distance and trust.The psychological mechanism how live streaming content features affect consumer pur-chase intention was revealed by questionnaire survey.Finally,previous studies on live streaming shopping mainly focused on consumer engagement or consumer purchase intention,rather than actual behavior.In study 4,topic analysis,emotion analysis and multiple linear regression analysis were used to discover how live streaming shopping content features effect on product sales through emotional intensity and connection intensity in real time.The main research content and corresponding research results of this paper are as follows:In study 1,in-depth interviews were used to extract the factors affecting consumers’ platform preferences.Firstly,open coding,spindle coding and selective coding of the interview texts were carried out using grounded theory to build a theoretical model in which live streaming shopping features,consumer motivations and consumer personality jointly affect consumers’ platform preference.Then,according to the coding results,platform features,consumer motivations and consumer personality were redefined to obtain the concept explanation in the background of live streaming shopping.Finally,the effectiveness of the theoretical model is proved by using the Task-technology Fit Theory and Uses and Gratifications Theory.The findings of this study are as follows:firstly,the theoretical model of live streaming shopping features,consumer motivations and consumer personality affecting consumers’ platform preference was established:live streaming shopping features(content features,product features,service quality and interface features)and consumer motivations(hedonic motivation and utilitarian motivation)affect consumers’ platform preference(e-commerce platforms and live streaming platforms);consumer personality(impulse consumers and rational consumers)has heterogeneity.Second,product quality,service quality and functional interface of the e-commerce platforms are better than those of ive streaming platforms.The live streaming platform is more entertaining,the products are more distinctive,and the page is more concise,but the product quality is poor,the anchor service is poor,the after-sales service is poor,the logistics service is poor,and the payment is not convenient.Consumers prefer live streaming platforms mainly because live streaming platforms are more entertaining,the products are more distinctive,and the pages are simpler.Preference for e-commerce platform is mainly because of ecommerce platform good visualization,strong professionalism,cheap commodity prices,rich variety,good quality of goods,good after-sales service,good logistics service,convenient payment.Thirdly,consumer motivations would change in the process of live shopping shopping:in the viewing stage,consumers are mainly driven by hedonic motivation,while consumers in the purchase stage are mainly driven by utilitarian motivation.In the viewing stage,consumers with hedonic motivation prefer live streaming platforms.Consumers choose e-commerce platforms to watch live streaming shopping mainly to search for their favorite products,choose live streaming platforms to watch live streaming shopping mainly for entertainment.Consumers buy products mainly because they like products and pursue low prices.Fourth,impulsive consumers watch live streaming because they like anchors,buy products because they like products,prefer live streaming platforms because of the low price of goods.Rational consumers watch live streaming mainly because they search for products they like,buy products because they trust the anchors and like the products,prefer e-commerce platforms because of the low price of goods.In study 2,text mining was used to extract the content features of live streaming shopping.Firstly,speech recognition was used to obtain subtitle text of live streaming shopping as live streaming content.Then,LDA model was used to extract live streaming content features,and the distribution of live streaming content features was predicted.Finally,statistical analysis was used to discuss the influence of the maturity of live streaming studios and product type on the live streaming content feature distribution of products.This study found that:live streaming shopping has six content features of responsiveness,personalization,visualization,professionalism,reliability,and entertainment,which provides practical value,entertainment value and social value for consumers.Compared with mature live streaming shopping studios,the responsiveness of new live streaming shopping studios is higher.The professionalism and entertainment of experience products is higher than that of search products,and the visualization of experience products is lower than that of search products.In study 3,the psychological mechanism how live streaming content features affect consumer purchase intention was studied through questionnaire survey.Firstly,through literature review,study 2 found that the current research on live streaming content features mainly focuses on interaction,visualization,entertainment,and professionalism.Then,Stimulus-Organism-Response model was used as the framework to establish structural equation model of live streaming content features through social presence,psychological distance,and trust,the three key psychological factors in live streaming shopping,affect consumer purchase intention,and used two stages to estimate the measurement model and structural model.Then,the moderating effects of gender and platform were discussed using multi-group analysis.Finally,path analysis was used to compare consumer engagement and purchase intention,the two common dependent variables of live streaming shopping.The findings of study 3 are as follows:Firstly,social presence affects consumers’ behavioral response through trust,and psychological distance directly affects consumers’ behavioral response,which indicates that live streaming shopping effectively reduces psychological distance.This finding enriches the research on the psychological mechanism of live streaming shopping.Secondly,interactivity,visualization,entertainment,and professionalism have different psychological mechanisms to influence consumer purchase intention.The influence of social presence mediated interactivity,visualization,and entertainment on consumers’ purchase intention;the influence of psychological distance mediated interactivity,visualization,and entertainment on consumers’ purchase intention;the influence of trust mediated visualization,entertainment,and professionalism on consumers’ purchase intention.Thirdly,gender does not regulate the effect of live streaming content features on consumer purchase intention.Compared with women,men think live streaming shopping has stronger interactivity.Fourthly,e-commerce platforms are better than live streaming platforms in terms of interactivity,visualization,and professionalism.In e-commerce platforms,social presence,psychological distance,and trust do not affect each other,but all affect consumer purchase intention;In live streaming platforms,social presence,and psychological distance affect purchase intention mainly through trust,indicating that trust mechanism of live streaming platforms is immature.Fourthly,to observe the influence of the live streaming shopping content features more sensitively,when studying the role of interactivity,consumer engagement is used to describe the behavioral response of consumers,and when studying the role of visualization,entertainment and professionalism,consumer purchase intention is used to describe the behavioral response of consumers,which provides a theoretical basis for how to choose two dependent variables in live streaming shopping.In Study 4,topic analysis,emotion analysis and multiple linear regression analysis were used to verify the internal mechanism of live streaming content features affecting product sales.First,this study used LDA model to extract the distribution of live streaming content features of products.Then,emotion analysis and related barrage volume statistics were used to quantify the emotional intensity and connection intensity of consumers in the process of live streaming shopping.Finally,multiple linear regression analysis was used to verify the internal mechanism how live streaming content features affect product sales.The perceived value provided by live streaming content further affects product sales through consumer emotional strength and connection strength.The findings of this study are as follows:First,although responsiveness and entertainment do not have a significant impact on product sales,they have a significant negative impact on emotional strength and connection strength,indicating that responsiveness and entertainment of live streaming content are high,and responsiveness and entertainment should be appropriately reduced.Second,reliability has a significant positive impact on product sales,indicating that reliability of live streaming content is low,and reliability should be improved.Thirdly,emotional strength and connection strength have a positive impact on product sales,so anchors should pay attention to bullet screen content and timely reply to consumers’ questions.The main innovation points of this paper are as follows:Firstly,from the perspective of platform comparison,this paper found that live streaming shopping features(content features,product features,service features and interface features),consumer motivations(hedonic motivation and utilitarian motivation)and consumer personality(impulse consumers and rational consumers)affect consumers’ platform preference.Consumer motivations change during live streaming.Based on the task-technology fit theory,consumers with different personalities show different platform preferences and platform features.Second,previous studies on live streaming content features mainly focused on the interaction,and some studies focused on visualization and entertainment,but there was a lack of systematic quantification of live streaming shopping content.This paper extracted the live streaming content features by using text mining,realized the systematic quantification of live streaming shopping content,and supplements the current research on the live streaming content features.Third,previous studies on the psychology of live streaming shopping mainly focused on a single psychological factor.In this paper,the relationship between social presence,psychological distance,and trust was found.Social presence affects consumer purchase intention thr-ough trust,while psychological distance directly affects consumer purchase intention.Interactivity,visualization,entertainment,and professionalism have different psychological mechanisms to affect consumer purchase intention,which adds to the research on the psychological mechanism of live streaming shopping.Consumer engagement should be used to describe consumers’ behavioral responses when studying the effects of interactivity,and consumer purchase intention should be used to describe consumers’behavioral responses when studying the effects of visualization,entertainment,and specialization,which provided a theoretical basis for how to choose two dependent variables in live streaming shopping.Finally,based on cognitive appraisal theory,the internal mechanism how live streaming content features affect product sales was verified.Perceived value provided by live streaming content further affects product sales through emotional strength and connection strength.This study found that although responsiveness and entertainment had no significant impact on product sales,they had a significant negative impact on emotional strength and connection strength,indicating that responsiveness and entertainment of live streaming content are high,and responsiveness and entertainment should be appropriately reduced.Reliability had a significant positive impact on product sales,indicating that reliability of live streaming content is low,and reliability should be improved.Emotional strength and connection strength had a positive impact on product sales and play a mediating role.So,anchors should pay attention to bullet screen content and timely reply to consumers’ questions. |
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