Research On Consumers' Purchase Intention Of E-commerce Live Streaming Platform Based On Social Presence Perspective

The development of Internet Information Technology and the popularization of smart devices has led to a gradual change of people's mode of production,way of living and style of thinking,and has also promoted the continuous rise of social media.The mode of Live Streaming emerges as the times require.With its unique advantages in attracting traffic,sociality,and experience,Live Streaming attracts a large stream of traffic,and its strong monetization potential is also valued by more and more industries.This is a new development opportunity for traditional E-commerce,which means a new opportunity for traditional E-commerce whose traffic dividend period has passed.With the continuous upgrade of consumption patterns,consumers are paying more and more attention to the consumption experience,and the display mode of �image and text� and �goods to people� in traditional E-commerce has become increasingly unable to meet consumer's demand.In this context,the mode of "E-commerce + Live Streaming" has attracted widespread attention,as its perfect fusion of �people-goods-market�,and the novel presentation and dissemination form of the product brings consumers a more accurate experience in vision and perception.E-commerce Live Streaming has not only become a way for consumers to shop,but also a new method to obtain information and develop social activities.Therefore,it is of great practical significance for the development of E-commerce Live Streaming to study consumers' purchase intention in E-commerce Live Streaming platform.Based on the perspective of Social Presence,this article deconstructs the relevant features of E-commerce Live Streaming into two dimensions.One is cognitive social presence,which including the factors of comprehension reachability,clues multiplicity,natural language.The other is emotional social presence,including the factors of reality,intimacy,real-time interaction.Furthermore,the research combines with the "Stimulus-Body-Response"(S-O-R)theory and Technology Acceptance Model(TAM),which are widely used in consumer behavior intension research,introduces mediating variables of perceived usefulness and perceived trust to build model of consumer purchase intension in E-commerce Live Streaming platform.Secondly,using the matured market at home and abroad for reference,combining E-commerce Live Streaming scene to form a questionnaire.After the verification of the pre-investigation,the questionnaire was officially issued,a total of 472 valid questionnaires were received,398 of which had the experience of watching E-commerce Live Streaming.Subsequently,the effective sample data is processed throughSPSS 22.0 and AMOS 22.0,and the corresponding conclusions are drawn:(1)the factors,comprehension reachability,clues multiplicity,natural language of cognitive social presence dimension have positive impact on the perceived usefulness of consumers;(2)the factors,reality and intimacy of emotional social presence have a positive impact on consumer's perceived trust,and the impact of real-time interaction on perceived trust has not been supported by empirical evidence;(3)Consumers' perceived usefulness has a positive effect on perceived trust;(4)Consumers' perceived usefulness and perceived trust have a positive effect on purchase intention.At the end of the paper,some suggestions,based on the research conclusions,are made for the development of E-commerce Live Streaming platform,and with regards to the research deficiencies,the prospects of future research are summarized.