Research On The Impact Of Social Presence On Purchase Intention In E-Commerce Live Streaming

With the rapid development of Internet technology,promoting products through e-commerce live streaming has gradually become a new way of online marketing.The anchor can transmit diversified information to consumers through live streaming media,and consumers can conduct diversified two-way interaction with anchor through live streaming media.Consumers and consumers can also have a sense of immersion through real-time interaction of the bullet screen.This immersive feeling makes consumers gradually become attached to the anchor,thus promoting consumers’ purchase intention.However,few studies have explored the psychological mechanism that consumers’ individual psychological characteristics affect their purchase intention in the context of e-commerce live streaming with goods.Therefore,it is of great significance to explore how social presence affects consumers’ purchase intention.Based on the social presence theory,this study starts from three dimensions of social presence,including coexistence,communication and emotion,and takes immersive experience as the mediating variable to explore the psychological mechanism of social presence affecting consumers’ purchase intention in the context of e-commerce live streaming.At the same time,this study takes self-construal as a consumer’s characteristic variable,and explores its moderating effect from two dimensions: interdependent self-construal and independent self-construal.In this study,the data were collected from the consumers who had experience in watching e-commerce live streaming.A total of 378 valid questionnaires were collected.Finally,this study uses SPSS 22.0 and Amos 21.0 software and multiple regression analysis to analyze the collected sample data,and tests the influence mechanism of social presence on purchase intention.The research results confirm that:(1)the three dimensions of social presence have a positive impact on consumers’ purchase intention;(2)immersion experience plays a partial mediating role in the relationship between social presence and purchase intention;(3)self-construal moderates the mediating role of immersion experience between social presence and purchase intention.