What Factors can Drive Consumers’ Purchase Intentions in Live Streaming e-Commerce? Evidence From China’s Segment Markets

Abstract

Live streaming is a crucial marketing model in the e-commerce industry. This paper explores factors influencing the purchase intentions of middle-aged and elderly female apparels in Hengyuanxiang’s live streaming in China. Guided by the Stimulus–Organism–Response (SOR) model, the paper proposes seven stimuli, two organisms, and one response, and the hypotheses. Based on Structural equation modeling (SEM), it reveals the feasible hypothesis paths in empirical analysis, carries out mediation analysis of variables to determine complete mediation and partial mediation paths, and conducts factor difference analysis to clarify the differential influence of consumer groups on SOR variables. It finds that: 1) Streamer professionalism, livestream interactivity, product discounts, product attributes, after-sales guarantees, value-added content, and social context positively influence purchase intention. 2) When perceived value is met or intrinsic demand is stimulated, purchase intention increases significantly. Product attribute mainly influences purchase intention through full mediation. 3) Social context in different ages and consumer characteristics such as average monthly disposable income influence purchase intention across target groups. Theoretically, this paper offers a new research perspective, while also providing strategic implications for other livestream e-commerce businesses.