| In recent years,e-commerce live streaming has developed rapidly.When selling products and services through e-commerce live streaming,anchors often introduce product or service information in a variety of characteristic ways,enriching the leisure and entertainment life of consumers,and satisfying the dual needs of consumers for shopping and entertainment.Thus,e-commerce live streaming has become one of the main ways of shopping for many consumers.In addition,the convenience of e-commerce live streaming also encourages many merchants to expand their sales channels to online,achieving a substantial increase in sales volume.Many merchants rush into it,which also brings another round of the rise of the anchor industry and a large number of e-commerce live-broadcasting platforms.However,the emergence of live-broadcasting platforms,merchants or anchors brought by the rapid development of e-commerce live streaming also leads to uneven quality of content in e-commerce live broadcast rooms,serious homogeneity and fierce competition.How to stand out among numerous live broadcasts,attract consumers,and improve consumer retention and purchase rate has become the focus of attention of e-commerce live-broadcasting platforms,merchants or anchors.Based on this,this study introduces the sense of social presence to investigate the sense of reality and experience brought by the interactive environment(e-commerce broadcasting room)that consumers can perceive,as well as the influence of the significant degree of feeling the presence of others and communicating and interacting with them on consumers’ immersion experience and purchase intention.By constructing the influence mechanism of social presence in e-commerce live streaming,this study enriched the application of immersive experience and the need for cognitive closure theory in the context of e-commerce live streaming,provided new ideas for understanding consumer purchasing behavior in the context of e-commerce live streaming,and provided theoretical support for them to improve the level of social presence and need for cognitive closure to enhance consumers’ purchase intention to achieve the expected sales target.At the same time,some suggestions are put forward for consumers to make rational purchases during live broadcast shopping,so as to help consumers avoid impulsive consumption or herd consumption.Based on the cognitive affective system theory and social facilitation theory,combined with relevant literature,this study introduced immersion experience as the mediating variable and the need for cognitive closure as the moderating variable,constructed the research model of this paper,proposed the research hypothesis,and took the consumers who watched live e-commerce and went shopping as the research samples.In this study,literature analysis,questionnaire survey and empirical analysis were used as research methods,and 321 valid samples were collected by sending questionnaires,and SPSS and AMOS were used for empirical analysis.The following conclusions were drawn: Social presence positively affects immersion experience and consumers’ purchase intention;Immersion experience positively affects consumers’ purchase intention;Immersion experience plays a mediating role in the influence of social presence on consumers’ purchase intention;Need for cognitive closure plays a moderating role in the mechanism of the influence of immersion experience on consumers’ purchase intention.The positive relationship between immersion experience and consumers’ purchase intention is stronger in the case of high level of need for cognitive closure orientation than in the case of low level of need for cognitive closure orientation. |
