| The emergence of the new form of live-commerce has provided strong support for optimizing China’s economic environment.Although there are a series of problems with live-commerce,it is still developing adhere to systemic norms.The top live streamers focus on the traffic situation and shows strong dynamic.At the same time,their fans reveal strong consumer attributes,which is the core competitiveness of the top live streamer in the live-commerce environment.Therefore,based on the era of live stream,this paper takes the fan consumers of the top influencing live streamers of Taobao live-commence platform as the research objects,and reviews the research value of this phenomenon from the perspective of fan consumers,and answers the following three questions in light of consumption and identity: why do consumers become fans of the top live streamer? How does the identification with the top live streamer after becoming a fan affect their consumer behavior?How does the consumer behavior of fans in the live stream rooms affect their identity? In order to solve the above three core questions,after the literature review,this paper defined the concepts of fan consumers,top live streamers and so on.Meanwhile,it took the identity theory,consumption identity theory,meaning transfer theory,opinion leader theory and perceived value theory as the theoretical basis.Further,this paper extracted the relevant elements according to the in-depth interview,and extracted the relevant variables combined with the previous research results,which included personal attributes(popularity and professionalism),emotional attributes(trust and excitement),live streamer identity,perceived value,perceived risk,identity,consumption behavior,etc.Then it put forward relevant research hypotheses: mainly including the influence hypothesis of the live streamer’s personal attributes on the audience’s emotion,the influence hypothesis of the audience’s emotion on the top streamer’s identity,the influence hypothesis of the top live streamer’s identity on the consumer behavior of fan consumers,the influence hypothesis of the top live streamer’s identity on perceived value and perceived risk,and the influence hypothesis of perceived value and perceived risk on the consumption behavior of fans,the intermediary effect hypothesis of perceived value and perceived risk on the impact of consumption behavior in the identity of top live streamer,and the influence hypothesis of consumption behavior on the identity of fans.This paper broadens the communication psychology and behavior chain in the field of live-commerce,and integrates other studies that only explore the impact of live-commerce on behavior subjects and the impact of consumer behavior on identity to form the research model of this study.In order to complete the empirical research of the above relation hypothesis and logical framework,both the research model path and the test scale for research were constructed and developed in this paper.SPSS,AMOS and other data analysis software were used to complete reliability analysis,exploratory factor analysis and confirmatory factor analysis,as well as the modification,testing and discussion of the structural equation model.Through data analysis,this paper finds that: popularity and professionalism have a significant positive impact on trust;charisma has a significant positive impact on excitement;trust has a significant positive impact on top live streamer identity;excitement has a significant positive impact on top live streamers;the top live streamer identification has a significant positive impact;the top live streamer identification has a significant positive impact on perceived value(function,emotion);the top live streamer identification has a significant negative impact on the perceived risk;the top live streamer identification has a significant positive impact on consumption behavior influence;perceived value(function,emotion)has a significant positive impact on consumption behavior;at the same time,perceived value(function,emotion)and perceived risk play a mediating role in the influence of top live streamer identity on consumption behavior;perceived risk has a mediating effect on consumption behavior;consumption behavior has a significant positive impact on fans’ self-identity;consumption behavior has no significant impact on the identity of fans.Based on the verification results,it is found that the live-commerce platform endows fans with titles to enhance their identity perception,and builds bridges between products based on their trust with the top live streamer.During this period,fans and consumers both improve their perception ability and cognitive level,and finally the consumption behavior of fans reflects the trend of self-identification.In view of the above research findings,corresponding opinions and suggestions are put forward for the top live streamers,fan consumers,brand merchants and live broadcast platforms.Accordingly,the shortcomings of this research are reflected and the next research direction is proposed. |
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