The Effect Of Matching On Purchase Intention In A Live Streaming Shopping Context

With the rapid development of live streaming shopping in recent years,it has become an important part of e-commerce platforms,and has attracted many social commerce sellers to display and sell products.However,many social commerce sellers are trapped in formulating a reasonable live broadcast strategy,resulting in a lower-than-expected effect of live broadcast delivery.Although existing studies have conducted research on the mechanism of live streaming shopping affecting customers’ purchase intention,the research perspective is relatively single.Therefore,from the perspective of matching,this study aimed to explore how fitting live streaming elements to the product in facilitating shopping intention in living streaming shopping.Firstly,based on the results of field research and the summary of relevant literature,this study focused on the matching between three key elements(live atmosphere,live content and anchor)and products in the context of live streaming shopping,and introduced cognitive fluency and authenticity as mediating variables,the theoretical model that matching in the live broadcast situation affects customers’ purchase intention was constructed.Secondly,this study obtained 338 pieces of valid data through the questionnaire survey method,and SPSS20.0 and AMOS24.0 were used for further analysis hypothesis test.The research conclusions mainly include:(1)Live atmosphere-product matching,live content-product matching,and podcastproduct matching all have a significant positive impact on cognitive fluency;(2)Cognitive fluency has a significant positive impact on authenticity;(3)Authenticity has a significant positive effect on purchase intention;(4)Cognitive fluency and authenticity chain mediate the positive relationship between matching and purchase intention.The research conclusions enrich the influence mechanism of live shopping on customers’ purchase intention to a certain extent,and provide a certain theoretical reference for social commerce sellers in the formulation of live broadcast strategies.