Work

The Formation and Transformation Mechanisms of Deep Consumer Engagement and Purchase Behavior in E-Commerce Live Streaming

Year: 2023

Type: article

Abstract: With the intensification of competition, it is of great significance for businesses and platforms to explore the formation and transformation mechanisms of deep consumer engagement and purchase behavior in an e-commerce live streaming environment. With the help of Hovland’s persuasion theory and the uses and gratifications theory, this study constructed a model of these formation and transformation mechanisms via the grounded theory coding of interview data from 42 consumers. Our study shows that demand drives consumers to use e-commerce live streaming, and attraction factors, such as the e-commerce anchor (source), the product message (message), and the live streaming medium (channel), can influence consumers’ attitudes, thus reinforcing deep engagement and purchase behavior. This behavior creates feedback to consumer demand generates new purchase motivation in the consumer, and eventually, forms new purchase behavior. Finally, the theoretical contribution of this study to understanding consumer behavior in e-commerce live streaming is discussed; it could be of practical use for merchants and platforms and also highlights directions for future research.

Source: Sustainability

DOI: 10.3390/su15075754

Authors: Chenglin Liu, Kai Sun, Luchuan Liu

Institutions: Shandong University of Finance and Economics, Dongfang College of Shandong University of Finance and Economics

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $2,447

Funders: National Natural Science Foundation of China, Social Science Planning Project of Shandong Province