Research On Interaction Of Livestreaming E-commerce And Purchase Intention Based On Virtual Tactile Perspective

With the booming development of livestreaming e-commerce,this model has attracted extensive attention.Compared with traditional shopping forms,live shopping is characterized by real-time interaction between customers and anchors or sellers and highly visualized products,which makes it difficult for previous studies to fully explain consumer behavior in the context of livestreaming e-commerce.Existing studies on live streaming mostly focus on users and anchors,mainly from the perspective of participation and perceived value,focusing on issues such as livestreaming technology,profit model and regulatory mechanism,while there are few discussions on the characteristics of livestreaming e-commerce and their impact.At the same time,there is a lack of research on customers’ purchase intention and the influencing mechanism in the context of livestreaming e-commerce.Therefore,it is necessary to make further analysis and discussion in theory and practice.Based on the S-O-R theory and the multi-sensory interaction and integration theory,this study introduced virtual tactile sense,product involvement and other variables to explore the influence relationship between the interaction of livestreaming e-commerce and consumers’ purchase intention.Research divided the interaction of livestreaming e-commerce into three dimensions: control,two-way communication and synchronization.Through 259 valid data,seven hypotheses such as "Controllability positively affects consumers’ purchase intention" were verified one by one.The main conclusions are as follows:(1)Interaction of livestreaming e-commerce has a significant positive impact on consumers’ purchase intention,and the effect of controlling is the strongest;(2)Virtual tactile sense plays an intermediary role between the interaction of livestreaming e-commerce and consumers’ purchase intention;(3)Product involvement negatively moderates the relationship between virtual tactile sense and consumers’ purchase intention.To sum up,this study explores the intermediate mechanism of how the interaction of livestreaming e-commerce affect consumer behavior.The research results show that the interaction of livestreaming e-commerce will affect customers’ purchase intention by promoting consumers to form virtual sense of touch,and there are differences among products with different involvement degrees.The research results will help enrich the connotation and expand the application of virtual tactile sense,S-O-R and other theories in the new context of livestreaming e-commerce.Also,it will help to explain the behavioral intention of consumers and its influencing mechanism under live streaming e-commerce.Ultimately,this will help promote the development and improvement of the innovative marketing model of livestreaming e-commerce.Therefore,this study has important theoretical and practical significance.