Title: A Study of The Influence of Social Presence on Consumer Purchase Intention in E-Commerce Live Streaming
Author: Huang Zongxiao
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.1892-1906) Proceedings PDF
Abstract
In recent years, e-commerce live streaming has developed rapidly. When selling products or services through live e-commerce, the anchor often introduces product or service information in a variety of special ways, which simultaneously meets the dual needs of consumers for shopping and entertainment, thus making live e-commerce one of the main shopping methods for many consumers. In addition, the convenience of live e-commerce has also prompted many merchants to expand their sales channels online, realizing a significant increase in sales, and many merchants have flocked to it, which has brought about another round of emergence of the anchor industry and a large number of live e-commerce platforms. However, the rapid development of e-commerce live broadcast brought about by the emergence of live platform merchants and anchors has also led to uneven quality of e-commerce live broadcast content, serious homogenization and fierce competition. Based on the cognitive-emotional system theory and the social facilitation theory, this study introduced the immersion experience as a mediating variable as well as the need for cognitive closure as a moderating variable, constructed a research model for this study, and put forward the following research objectives: 1. To explore the impact of social presence on consumer immersion experience.2. To explore the impact of social presence on consumer purchase intention. 3. To explore the impact of immersion experience on consumer purchase intention. 4. To examine the mediating role of immersion experience in the relationship between social presence and consumer purchase intention. 5. To examine the moderating role of cognitive closure need in the relationship between immersion experience and purchase intention.
This study used the quantitative research method with a questionnaires survey. 321 questionnaires were collected, and data analysis software such as SPSS and AMOS were used to conduct empirical analysis. The following conclusions were drawn: 1. Social presence positively affects immersion experience and consumer purchase intention; 2. Immersion experience positively affects consumer purchase intention; 3. Immersion experience plays a mediating role in the influence of social presence on consumer purchase intention; 4. Cognitive closure need plays a moderating role in the influence of immersion experience on consumer purchase intention; 5. The positive relationship between immersion experience and consumer purchase intention is stronger in the case of high level of cognitive closure need than in the case of low level of cognitive closure need.
Keywords: social presence, immersive experience, purchase intention, cognitive closure need
A Study of The Influence of Social Presence on Consumer Purchase Intention in E-Commerce Live Streaming /
6517195028 Huang Zongxiao 2567 (2024) A Study of The Influence of Social Presence on Consumer Purchase Intention in E-Commerce Live Streaming สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
