Research On The Influence Of Social Presence On Consumers’ Purchase Intention Under Live Broadcast Mode

The development of e-commerce live broadcasting,a business model with strong interaction,real-time and drainage,has attracted the attention of all walks of life,but the development of e-commerce live streaming is currently facing some severe challenges,such as low purchase conversion rate and high cost of celebrity anchors.At present,the e-commerce live streaming model is facing some severe challenges,such as low purchase conversion rate and high cost of celebrity anchors.Theoretically,the influencing factors and mechanisms of consumers’ online purchase intention in e-commerce live streaming still need to be further explored.In contrast,how to maximize the advantages of the e-commerce live broadcast model,and grasp what factors have a positive effect on consumers’ purchase intention and how to play a role in the e-commerce live broadcast mode are the practical significance of this study.Therefore,this study applies the concept of social presence to marketing research,starting from the characteristics of real-time interaction and immediacy of e-commerce live broadcast mode,and explores its impact on consumers’ purchase intention through empirical research.By reading and sorting out relevant literature,based on the S-O-R theory,this study introduces social presence as independent variables,and consumer trust and perceived pleasure as important factors in the context of online shopping as mediating variables,and establishes a research model on the relationship between social presence and customer purchase intention.After that,drawing on the mature scale,the sense of social presence was measured as a three-dimension,and the questionnaire questions were screened and modified in combination with the e-commerce live broadcast situation,and the survey questionnaire was finally determined.In this study,the questionnaire was tested by a preset research,and then the formal questionnaire was distributed and recovered,335 valid questionnaire were retrieved.,and then SPSS 26.0 and AMOS 24.0 were used to for the descriptive statistics and hypothesis testing.The study finally concludes that:(1)The three dimensions of social presence(coexistence presence,emotional presence,and communication presence)have a positive effect on consumers’ purchase intention.(2)Social presence has a positive effect on consumers’ trust and perceived pleasure.Consumer trust and perceived pleasure have a positive effect on purchase intention.(3)The mediating effects of consumer trust and perceived pleasure have been verified,and the two play a positive mediating role in the path of social presence and purchase intention.According to the final research conclusion,this paper summarizes the management enlightenment and puts forward specific management suggestions from the perspective of e-commerce enterprises and e-commerce live broadcast platforms:e-commerce enterprises should consciously cultivate anchors and learn to use the advantages of platform technology;E-commerce platforms need to clarify the direction of future technology iteration,ensure information maintenance and optimization,and actively guide merchants to settle in.Finally,the problems existing in this study are summarized,and the future research direction is proposed.This paper provides a new perspective and ideas for the research on how social presence affects customers’ purchase intention in the e-commerce live broadcast mode,and provides enlightenment and suggestions for enterprises to better promote users’ online purchase in the e-commerce live broadcast mode.