Research on Consumer Purchase Intention of Different Social

Presence in Live Broadcast based on GLS Structural Equation Mode

Long Zheng

Department of Business Administration, Zhejiang Gongshang University, Hangzhou, Zhejiang, China

Keywords: Live Broadcast Marketing, Structural Equation Model, Warm Presence, Quasi-Social Interaction.

Abstract: The development of enterprise information technology provides more ways and means for enterprises to carry

out marketing management, and the development of live broadcast information technology provides more

ways and supports for customers to participate in enterprise consumption. The development of webcasting

technology can display commodities in multiple directions, providing a good idea for the e-commerce

circulation industry. This paper adopts the quasi-social interaction theory, collects data through

questionnaires, on-site interviews and tracking sales records in the live broadcast of enterprises, analyzes the

collected data based on statistical software such as SPSS 23.0 and AMOS 22.0, and uses GLS to build a

structural equation model effects and mediation effects. Through empirical analysis, it is found that different

presences in e-commerce live broadcasts have a positive impact on customer purchase intention, and the

mediating effect of quasi-social interaction is significant. Among them, the dimensions of communication

presence and warm presence have an important impact on social interaction, which in turn affects customers.

Purchase Intention. On this basis, suggestions are put forward to improve the effect of webcasting.

1 INTRODUCTION

1.1 Background

Since Taobao took the lead in launching an online

live broadcast marketing platform positioned as

"consumer live broadcast" in 2016, major online e-

commerce platforms have successively launched

their own online live broadcast services. In the past

year, it has become a new bright spot in the growth of

online consumption (China Internet Network

Information Center, 2019). According to reports,

during the "Double Eleven" period in 2019, more

than 100,000 merchants opened live broadcasts on

Taobao's single platform; in the opening 63 minutes,

the transaction volume guided by Taobao's live

broadcast has exceeded that of the "Double Eleven"

in 2018; % of merchants have gained new growth

through live streaming. The combined impact of the

outbreak of the new crown epidemic in 2020 and the

long holiday has caused a surge in the number of live

broadcast users and usage time. According to a

research report released by Media Research, from

2019 to 2020, about 43.2% of Chinese consumers

expressed their willingness to choose live broadcast

e-commerce for online shopping; compared with

other e-commerce models, live broadcast e-

commerce has a shorter propagation path and higher

efficiency with higher advantages, the transaction

scale of China's live broadcast e-commerce is

expected to reach 916 billion yuan in 2020.

As a medium of instant recording, webcasting can

quickly spread images and sounds through various

communication technologies, and users rely on

instant messages, likes, and gift giving to interact

with anchors and audiences, creating a virtual

immersive feeling (Chen, Lin, 2018). In the study,

scholars use Co-presence (CP) and Social Presence

(SP) to describe the degree to which individuals feel

the virtual co-presence of others in the online

environment (Bulu, 2012) and the interpersonal

relationships established virtually. degree of

prominence (Short, et al, 1976, Zhang, Chen, 2017).

The co-presence and social presence of live webcasts

make consumers no longer an "isolated island"

isolated from other buyers, but placed in an online

shopping situation where others watch and buy

together virtually. Following the viewpoints of

previous scholars, this paper divides the social

presence in webcasting into situational presence,

warm presence and communication presence around

Zheng, L.

Research on Consumer Purchase Intention of Different Social Presence in Live Broadcast based on GLS Structural Equation Mode.

DOI: 10.5220/0011156000003440

In Proceedings of the International Conference on Big Data Economy and Digital Management (BDEDM 2022), pages 33-40

ISBN: 978-989-758-593-7

the aspects of consumer awareness, emotion and

cognition. Existing social psychology and marketing

research shows that people's activities are often

influenced by the presence of others, such as

consumers' attention, the pursuit of commodity

variety, and consumption decisions are often

influenced by social interactions from family

members, friends, salespeople, and even strangers.

impact (Chatterjee, et al, 2017, Park, et al, 2017,

WHITE and ARGO 2011). Previous research on

conformity consumption mainly focused on offline

consumption scenarios (Bearden, et al, 1994,

Gardner, et al, 2020) and online graphic consumption

scenarios (Ying, et al, 2016, Chen, Gao, 2013). In

particular, the impact of the exact presence in the

context of webcasting on consumers' purchase

intention remains to be explored.

1.2 Theory and Literature Review

1.2.1 Definition

Social presence (Social Presence) describes a real

perception of people's intimacy, enthusiasm,

friendliness or social interaction with others in a

virtual environment, that is, the degree to which they

perceive that they are in the same space with others

(Xie, et al, 2019). By combing domestic and foreign

scholars' literature, this study found that many

scholars have defined social presence from different

research perspectives. This article will expound from

four perspectives: media characteristics, co-presence,

psychological involvement and behavioral fit.

(1) Based on media characteristics.

Communication media can convey rich social cues to

users, which can help users gain a sense of social

presence. Some scholars who study social presence

from the perspective of media characteristics believe

that social presence is an attribute of the media itself.

(2) Based on the perspective of co-presence. Co-

presence refers to the degree to which a user

perceives a space-time coexistence with others.

Goffman (1959) believes that social presence is the

degree to which users perceive the simultaneous

presence of others through the medium, which is a

psychological feeling. Although people are currently

not in the same location as users who live far away,

they can be connected through a certain

communication medium and feel each other's

existence, and this existence is warm and friendly

(Sallnas, et al, 2000).

(3) Based on the perspective of psychological

involvement. Psychological involvement means that

users feel the efforts of others in the process of

interaction to the extent that they will devote

themselves to changing their emotions and mentality

due to the emotional state of other users. From a

psychological point of view, Mehrabian (Mehrabian,

1967) believes that social presence is the user's

perceived closeness, intimacy and immediacy with

others. The research of Savicki (Savicki, 2000)

defines social presence as the psychological feeling

that users perceive the existence of other people, and

will produce mutual understanding and

consideration. Based on the research background of

social e-commerce, Dai Jianping (Dai, 2018) defined

social presence as consumers' perception and

identification with other consumers in the shopping

platform, thus generating a sense of shopping

immersion.

(4) Based on the behavioral fit angle. Behavioral

fit describes interdependence and interaction, making

their own decisions based on the behavior of others,

and sometimes generating value co-creation

behaviors. Social presence is the degree of

interdependence between users and others and will

engage in social interactions through multiple

channels (Palmer, 1995).

All in all, scholars focus on different angles, and

there is no unified definition. Some scholars believe

that social presence is an attribute of social media,

and social presence is different due to different

technologies. Some scholars also emphasize that

social presence is the psychological perception of

people when they interact with other people. This

paper argues that social presence is a combination of

technology and psychological perception, including

both technical and psychological factors. Technical

factors provide support for users to obtain a sense of

social presence, but technology is auxiliary and also

contains social value, mainly including scene

presence and communication presence in the live

broadcast room, while psychological perception is

mainly warm presence, social presence The

generation of sense is inseparable from the user's

psychological perception (Teng, Yan, Yang, 2013).

Combined with the live broadcast marketing

background, this paper believes that the sense of

social presence is the degree of co-existence and

significant interpersonal relationship between

consumers and the anchor and other consumers in the

interaction of the live broadcast platform, and it is the

fit with other participants in emotion, cognition and

consciousness.

BDEDM 2022 - The International Conference on Big Data Economy and Digital Management

1.2.2 Dimensional Division of Social

Presence

By sorting out the research content of the dimension

of social presence, it is found that scholars divide

social presence into different dimensions based on

different research situations, and there are single-

dimensional and multi-dimensional perspectives in

the current research on social presence. This paper

adopts a multi-dimensional perspective of social

presence. With the development of Internet

technology, the social clues that the media can

convey are becoming more and more abundant, and

the user's control over the media is continuously

strengthened. Single-dimensional social presence

cannot well explain the interaction between users and

other participants, so many scholars need to conduct

multi-dimensional research on social presence based

on their own research backgrounds.

Biocca et al. (Biocca, et al, 2001) believed that the

two dimensions could not meet the research needs

very well, so they divided social presence into

consumers' perception of being with others, the

degree of psychological involvement between

themselves and others, and the degree of their own

behavior and others' behavior. The impact of these

three dimensions on consumers is a gradual process.

Tu (Tu, 2002) divided social presence into social

scenes, online communication and interaction based

on online education scenarios, and explored the

impact of the three on user learning performance.

With the advancement of technology and changes in

consumers' shopping concepts, the dimensions of

social presence are also being improved due to the

continuous development of research needs. Later,

scholars became very interested in virtual

communities. Shen et al. (Shen, et al, 2008) believed

that social presence not only includes consumer

cognition, but also emotion, and further divided

social presence into three dimensions: consciousness,

emotion and cognition. Based on the online

community scenario, Lu et al. (Lu, et al, 2016)

divided social presence into web pages, others, and

communication social presence, and it would affect

the level of consumer trust. For the research on the

platform economy, social presence not only includes

scene stimuli but also character stimuli, which can be

divided into situation, communication and warm

presence. These three dimensions all significantly

affect customer loyalty (Li, et al, 2019). Witmer et al.

(Witmer, et al, 2005) used exploratory factor analysis

to divide the social presence perceived by individuals

through various channels into four dimensions: the

degree of individual inner involvement, the degree of

individual psychological immersion, the degree of

individual sensory fidelity and the degree of interface

quality.

All in all, with the continuous development of

social technology, in the fields of online education, e-

commerce and human-computer interaction, the

single-dimensional perspective can no longer meet

the research needs. Scholars mostly study the sense

of social presence from a multi-dimensional

perspective, and multi-dimensional division can be

accurately compared. It fully describes the user

experience and guides the design of the platform

system more effectively. With the explosive

development of live broadcast marketing and the

improvement of consumers' emotional needs when

shopping, social presence has gradually become an

important research topic. Combined with the specific

live broadcast situation, this paper adopts Li Xuexin

et al.’s (Li, 2019) research on the presence of a

specific platform economy, and divides the social

presence into situational presence, communication

presence and warm presence.

1.2.3 Related Research in the Field of Social

Presence Live Broadcasting

In the field of online marketing, with the rise of online

shopping, research on social presence has been on the

rise since the beginning of the 21st century, and has

reached a new height with the rise of live streaming

and other forms of delivery. The definition of social

presence has undergone a series of developments.

Scholars Hassanein and Head (Scholars, Head, 2007)

believe that social presence refers to the sense of

warmth and sociality that consumers feel when they

are shopping online due to interacting with others

who are online at the same time; Eroglu (Eroglu,

2001) believes that consumers are shopping in online

stores. When shopping online, a sense of social

presence will naturally arise. This sense of social

presence can be used to indicate the extent to which

consumers can experience shopping in a physical

store when they shop online; in the study of live-

streaming shopping marketing, Xie Ying et al.

Presence refers to the sense of realism, intimacy and

familiarity that comes naturally from the real-time

interaction between anchors and consumers, and

between consumers and consumers in live broadcast

platforms. The closer the connection between

consumers, consumers and consumers, as if face-to-

face communication, the more significant the

interpersonal relationship; The weaker the

relationship (Peck, 2016).

Research on Consumer Purchase Intention of Different Social Presence in Live Broadcast based on GLS Structural Equation Mode

2 MATERIALS AND METHODS

2.1 Social Presence in Live Shopping

Scenarios

Social presence is a manifestation of people's

psychological states, often associated with virtual

reality scenarios. In the field of marketing, scholars

combine social presence with consumer behavior to

conduct research. Shen's research believes that social

presence is a network medium that enables customers

to perceive the psychological state of the existence of

others. Lee's research considers social presence to be

a true assessment of the psychological presence of

other parties involved. Lu Hongbing's research shows

that social presence is associated with the presence

and feelings of other participants, an emotional and

cognitive fit. However, the research on social

presence in the field of marketing has not formed a

unified definition. Combined with the interactive

relationship between producers and consumers in the

platform economy, this study defines social presence

in the platform economy as the degree to which

customers perceive the existence of other relevant

parties during the process of customers using the

platform, and it is accompanied by the interaction

between customers and other parties. Communication

and emotional interaction between the parties

involved. In the field of mobile internet marketing,

scholars have also conducted research on the

dimensions of social presence. Through research on

online communities, Lu found that the social

presence of online communities consists of web

social presence, others' social presence, and

communication social presence. composed of three

dimensions. Xie Ying et al. analyzed the social

presence in live broadcast marketing and believed

that the social presence in live broadcast marketing

included three dimensions: coexistence presence,

communication presence and emotional presence.

Based on the previous research results, this study

draws on the research results of Xie Ying and Li

Xuexin, etc., and divides the social presence under

the platform economy into three dimensions:

situational presence, communication presence, and

warm presence. From the perspectives of consumer

awareness, emotion and cognition, the social

presence in the platform economy can stimulate

customers' happy mood in the process of using the

platform through the three dimensions of situation,

communication and warmth.

2.2 Social Presence and Consumer

Purchase Intention

The theory of social influence shows that when an

individual feels the greater the number of other

people, the greater the influence on the individual will

be. Therefore, in the process of using the platform,

the situation displayed by the platform and the

positive communication with other relevant parties

will have an impact on the customer's feelings and

preferences. The purchase behavior of customers in

the live broadcast will be affected by the

environment, and the purchase intention will continue

to increase due to the special preference for a certain

product or service, and then the final consumption

will be completed. When customers use the platform,

if the scene displayed by the platform can effectively

stimulate the customer's sense of presence, and the

information exchange provided by the platform for

customers and related parties can bring customers a

warm feeling, it will help to promote customer’s

purchase behaviour. In summary, the following

research hypotheses are put forward:

H1a: Situational presence has a direct and

significant impact on consumer purchase intention.

H1b: Communication presence has a direct and

significant impact on consumer purchase intention.

H1c: Warm presence has a direct and significant

impact on consumers' purchase intention.

2.3 The Mediating Role of Quasi-Social

Interaction

The theory of social interaction shows that the

customer's favorability and loyalty can be further

improved through the interaction between the two

parties, thereby reducing information asymmetry.

The various aspects of the situation displayed on the

platform and the degree of information presentation

can be told to the seller through interaction, and the

social presence can be given to the customer by

giving the customer a sense of presence. More

information, and then promote customers to engage

in quasi-social interaction with anchors and sellers,

thereby increasing their willingness to buy.

Previous academic research has mainly

established the antecedent variables of quasi-social

interaction from the perspectives of interactive

communication and emotional connection. In this

context, situational presence acts as a tool support to

help customers integrate into the live broadcast scene;

communication presence is what customers can

perceive. It is the main way to communicate with the

anchor; the sense of warmth and presence acts as

BDEDM 2022 - The International Conference on Big Data Economy and Digital Management

emotional support, which is mainly reflected in the

way the anchor expresses, the public welfare nature

of the products sold in the anchor’s live broadcast

room, and the embodiment of corporate social

responsibility; Moreover, there are many studies on

quasi-social interaction to customer purchase

intention. Based on previous studies, the following

hypotheses are proposed:

H2a: quasi-social interaction mediates the

relationship between situational presence and

consumer purchase intention.

H2b: quasi-social interaction mediates the

relationship between communicative presence and

consumer purchase intention.

H2c: quasi-social interaction mediates the

relationship between warm presence and consumer

purchase intention.

2.4 Samples and Data

The survey mainly adopts the Internet questionnaire

survey method, relying on the professional network

survey platform to distribute and collect the formal

questionnaires of this study, and a total of 230

samples were received. A total of 32 invalid samples,

such as irregular filling, too short time, and highly

similar questions and answers, were eliminated to

form 198 final valid samples. The effective recovery

rate of the survey samples was 86.09%. In the valid

sample: 82 males (41.41%) and 116 females

(58.59%); in terms of education level, 83 are junior

college and below (41.92%), and 61 are bachelor

degree (accounting for 58.59%). 30.81%), 54 with a

master’s degree or above (accounting for 27.27%); in

terms of age distribution, 72 persons under the age of

20 (accounting for 36.36%), 68 persons aged 21-30

(accounting for 34.34%), 37persons aged 31-40

(18.69%), and 21 people over the age of 40 (10.61%).

2.5 Variables and Measurements

According to the sorting and summary of relevant

research literature on social presence in the academic

circle, combined with the relevant characteristics of

live broadcast scenarios, and on the basis of drawing

on mature scales in related researches on social

presence and consumer purchase intentions at home

and abroad, the research institute compiled this

research. Dosage meter. At the same time, in order to

ensure the accuracy of the expression of the

measurement items, according to the suggestions of

relevant marketing experts, the test items of some

variables have been revised. All scale variables were

measured using a 5-point Likert scale, where 1 means

completely disagree and 5 means completely agree.

The independent variable social presence is

divided into three dimensions: scenario,

communication and warm presence. For the

measurement of social presence in live shopping on

the corresponding platform, reference is made to the

research of Lv Hongbing and Xie Ying, etc., and the

feedback from marketing experts is combined to

determine the final scenario. There are three

dimensions of presence, communication presence

and warm presence. Among them, the situational

presence adopts "scenarios where I can feel the

contact with people during the use of the platform",

"I can perceive the existence of other relevant parties

during the use of the platform", and "the other

relevant parties can Perceived my presence” three

items to measure; communication presence is

measured by “I can have a social feeling in the

process of using the platform”, “I can exchange

information with other relevant parties in the process

of using the platform” "Two items are used to

measure; the sense of warmth and presence is

measured by "I can experience a kind of human

enthusiasm in the process of using the platform", "It

can affect my mood in the process of using the

platform", "During the process of using the platform"

Other interested parties understand my needs" three

items to measure. Quasi-social interaction follows the

current mainstream measurement scale. Consumers’

willingness to buy uses “If I want to buy related

products, I am more likely to buy them in the live

broadcast”, “I am willing to buy related products in

the live broadcast”, “When someone asks me where

to buy a product is more appropriate, I will

Recommend live shopping”, “I will continue to buy

products in the live broadcast in the future” and other

four items to measure.

3 RESULTS AND DISCUSSION

In this study, AM OS23.0 and SPSS22.0 software

were used to measure the reliability and validity of

the scale. The internal consistency of the total scale

was Cronbach's a value of 0.899, which was in line

with the conditions. Sexual analysis, the results are as

follows:

Table 1. Reliability analysis results.

Variables Alpha Cronbach based on

normalization

terms

Items

Situational 0.892 0.893 3

Research on Consumer Purchase Intention of Different Social Presence in Live Broadcast based on GLS Structural Equation Mode

presence

Communication

presence

0.901 0.902 2

Warmth presence 0.891 0.891 3

Quasi-social

interaction

0.882 0.885 4

purchase intention 0.908 0.908 4

Table 2: Validity analysis results.

KMO and Bartlett's test

KMO Sampling Suitability Quantity. .835

Bartlett's sphericity test Approximate

chi-square

1605.154

rees of freedom

salience .000

According to the statistical results in Tables 1 and

2, the reliability and validity of the scale used in this

paper meet the requirements. The reliability analysis

results of each variable in the model show that the

Cronbach's coefficients is greater than 0.8, indicating

that the reliability effect is very high; the coefficient

of factor analysis results is 0.835 (0.000***), which

has good validity.

Figure 1: Research Model.

4 CONCLUSIONS

4.1 Research Conclusions

In this paper, generalized least squares analysis of

variance (GLS) was used to construct a structural

equation model to test the main and mediating effects.

As shown in Figure 1, the model includes exogenous

variables context, communication and warm

presence, endogenous mediator variables quasi-

social interaction, and endogenous variables purchase

intention. In this paper, Bootstrapping method and

coefficient multiplication method are used to verify

the mediating effect. The results are shown in the

figure: the direct effect of situational presence on

social interaction is significant (0.32***), the direct

effect of communication presence on social

interaction is significant (0.67**) *), the direct effect

of warm presence on social interaction was

significant (0.58***). Among the non-standardized

indirect effects, Bias-Corrected 95% confidence

interval 0 < Lower < Upper (0 < 0.15 < 0.73) and z >

1.96 (z =2.76), that is, the mediating effect exists, and

quasi-social interaction act as a partial intermediary.

From the results of the structural model, it can be

seen that situational presence, communication

presence, and warm presence have a direct and

significant impact on social interaction, among which

communication presence has the highest correlation

with social interaction, which indicates that in live

shopping, anchors, sellers Appropriate

communication with customers can enhance

customers’ favorability through the intermediary of

quasi-social interaction, thereby promoting customer

purchases; the correlation coefficient of situational

presence aligning with social interaction is only

0.32***, indicating that the corresponding situation

in live shopping is very important. The influence of

the customer's interaction with the anchor to the final

purchase behavior is relatively limited, which may be

related to the customer's personal factors, such as

different preferences for scenarios. In this case, the

company can further investigate the customer's

characteristics, such as discounts, promotions and

other activities. The impact of warm presence on the

society is high, reaching 0.58***, indicating that the

willingness to interact between customers and

anchors can be further improved through emotional

methods. Enterprises can strengthen corresponding

emotional methods or launch corporate social

responsibility and Caring for the society and other

products and services to live broadcast, improve the

conversion rate of order purchases.

In a word, the relationship between the

communication dimension of social presence and

quasi-social interaction is significant, indicating that

the presence brought by live broadcast platform

communication can maximize customers’ purchase

intention by strengthening the intermediary form of

interaction between buyers and sellers (Burtch et

al.,2017). Through emotional means, the customer's

willingness to interact and purchase will be

improved, and the two feel the quasi-social

interaction in the social presence and then have a

major impact on the customer's purchase intention.

4.2 Marketing Suggestions

The implications and suggestions for platform

companies from this study are as follows:

BDEDM 2022 - The International Conference on Big Data Economy and Digital Management

1. Platform companies attract a large number of

users through the "burning money" model for positive

network effects. In this process, attention should be

paid to the improvement of user experience by social

presence. By improving the customer's favorable

impression of the platform, the occurrence of multi-

attribution of customers is reduced, so as to avoid the

reduction of active users of the platform due to

frequent changes of platforms by customers, thereby

avoiding the generation of negative network effects.

2. The platform company should establish

communication and information exchange channels

for customers and other relevant parties, so as to

facilitate customers to obtain information and reduce

the risk of information uncertainty to customers. At

the same time, in the process of customers using the

platform, platform companies pay attention to the

construction of a warm social presence, and should

give customers a warm feeling, so that customers can

meet their psychological needs while consuming.

3. It is the key goal of platform companies to

improve customers' awareness and trust in the

platform. As a trading market for customers and

product service providers, platform companies are

very necessary to ensure the authenticity of the

information of customers and product service

providers. By establishing a good trust mechanism

and taking communication presence as an important

social presence, reducing transaction costs and

transaction risks caused by information uncertainty in

live shopping will help customers to rely on the

platform and be able to Provide customers'

willingness to recommend the platform, thereby

contributing to the formation of positive network

effects.

4.Effectively improve consumers' sense of social

presence, especially for the situation, communication

and warm presence in the current situation, mainly

around the following points;

(1) enhance consumers' sense of presence in the

situation. Situational presence refers to the degree to

which consumers can perceive the virtual presence of

other people (hosts, product salespeople, and other

consumers) while watching a live broadcast. The

premise for consumers to perceive the existence of

others is to allow consumers to experience a feeling

close to the real offline shopping (Lu and Liu et al.,

2020). Merchants can enhance consumer awareness

and social presence in terms of information display,

live broadcast atmosphere and real-time interaction.

(2) enhance consumers' sense of presence in

communication. Communication presence is the

degree to which consumers perceive that virtual

presence of others will have an effect on them, and

can communicate verbally and ideologically with the

host. Due to information asymmetry, consumers are

often caught in a helpless predicament when

shopping online. The premise of Communication

social presence is that users in the live broadcast room

can provide consumers with purchasing suggestions.

(3) enhance consumers' sense of warmth and

presence. Warm presence is the degree to which

consumers perceive the emotions and moods of

others (anchors, product salespersons, and other

consumers) when watching live broadcasts. Today's

consumers are not simply for material needs, more

and more consumers regard online shopping as a

hobby, focusing on social, personal expression and

emotional needs. Merchants can improve consumers'

emotional social presence from the level of

communication style and emotional symbol setting.

4.3 Research Limitations

Based on the relevant research on social presence,

which is divided into the dimensions of situational

presence, communication presence and warm

presence according to the economy of a specific live

broadcast platform, this study discusses the influence

of social presence on consumers' purchase intention

in the process of live broadcast marketing, the

specific content includes the direct influence of

consumers' purchase intention in various dimensions

of social presence, etc. Although this paper follows

the scientific and standardization of academic

research, the research results obtained have certain

contributions in theory and business practice, but due

to the influence of subjective and

objective conditions,

this paper still has the following shortcomings:

(1) The study sample is limited. The sample data

in this paper is mainly collected through the

distribution of questionnaires on the Internet. Due to

resource constraints such as time and financial

resources, the sample size is relatively small, making

the results of the study relatively unconvincing. The

questionnaires are mainly online. Due to time and

space constraints, the respondents will have some

confusion when filling out the questionnaires, but

because they are not around, they cannot solve the

questions on the spot, which easily makes the final

results of the respondents deviate from the research

purpose. Influence the scientific nature of academic

research.

(2) Future research should not only focus on

empirical research, but should pay attention to

diversified research methods, and can carry out case

studies, experimental research and other methods;

conduct longitudinal research on consumer behavior

Research on Consumer Purchase Intention of Different Social Presence in Live Broadcast based on GLS Structural Equation Mode

in live broadcast rooms, observe dynamic changes in

consumer behavior, and enrich the research results.

4.4 Future Research

(1) To explore the emotional mechanism of social

presence in the process of live broadcast marketing

affecting herd consumption. Although the feeling of

warmth and presence focuses on the live broadcast

platform and its characteristics to generate an

emotional experience, it is essentially the process of

consumers' cognition of the live broadcast

environment to their emotions. At present, most

scholars have actively carried out the cognitive

mechanism of the influence of social presence on

herd consumption in the process of live broadcast

marketing, and investigated the herd consumption

behavior of consumers due to the influence of

information, but lack of discussion on the emotional

mechanism. The presence of others affects our

decision-making, often reducing our rational thinking

and improving some simple behaviors. In the live

broadcast room, consumers make purchase decisions

based on the word-of-mouth information of the

anchor and other consumers, which are simple task

behaviors, while purchasing decisions based on

product specifications, materials, and manufacturing

processes are complex task behaviors. So far, no

research has explored how social presence in live

marketing affects herd consumption through

consumer emotional mechanisms. Therefore, future

research can focus on exploring emotional

mechanisms and enrich the theory of social presence.

(2) Subsequent research can refine product

categories and explore whether different products

have a common psychological mechanism that

stimulates purchases to verify the applicability of the

model under different categories. In practical

applications, there is still a certain intermediary path

between social presence and purchase intention. In

the follow-up, we can continue to explore consumer

psychology from psychological intervention, so as to

help anchors mobilize consumers' sense of

participation and improve the conversion rate of

purchase orders.

REFERENCES

Biocca, F. (2001). Will simulation sickness slow down the

diffusion of virtual environment technology [J].

Presence: Teleoperators and Virtual Environments,

1(3): 334-343.

Chatterjee P, Chollet B, Trendel O. (2017). From

conformity to reactance: Contingent role of network

centrality in consumer-to-consumer influence[J].

Journal of Business Research, 75(JUN.):86-94.

Huang N, Hong Y, Burtch G. (2017). Social network

integration and user content generation: Evidence from

natural experiments[J]. MIS Quarterly, 41(4):1035-

1058.

Li Xuexin, Huang Weijie, Guo Chen. (2019). The influence

of social presence on customer loyalty under the

platform economy [J]. Economic Theory and Practice,

33 (1) 95-101.

Lu B, Fan W, Zhou M. (2016). Social presence, trust, and

social commerce purchase intention: An empirical

research [J]. Computers in Human Behavior, 56(Mar.):

225-237.

Meng Lu, Liu Fengjun, Chen Siyun, et al. (2020). Can I

Arouse You: A Study on the Influence Mechanism of

Different Types of Live Streaming Influencer

Information Source Characteristics on Consumers'

Purchase Intention [J]. Nankai Management Review,

(1): 13-27

Park E, Rishika R, Janakiraman R, et al. (2017). Social

Dollars in Online Communities: The Effect of Product,

User and Network Characteristics[J]. Journal of

Marketing 7:16-27.

Peck J, Wiggins J. (2006). It Just Feels Good: Customers'

Affective Response to Touch and Its Influence on

Persuasion[J]. Journal of Marketing, 70(4):56-69.

Sallnas, E. L. (2000). Effects of communication mode on

social presence, virtual presence, and performance in

collaborative virtual environments[J]. Teleoperators

and Virtual Environments, 14(4): 434-449.

Savicki, Singh, J. & Sabol, B. (2000). Consumer trust,

value, and loyalty in relational exchanges[J]. Journal of

Marketing, 66(1): 15-37.

Shen, J. (2012). Social comparison, social presence, and

enjoyment in the acceptance of social shopping

websites[J]. Journal of Electronic Commerce Research,

13(3), 198–212.

Tu, C. H. (2002). On-line learning migration: From social

learning theory to social presence theory in a CMC

environment[J]. Journal of Network and Computer

Application, 2(3): 27-37.

Xie Y, Chen M, Lai H, et al. (2016). Neural Basis of Two

Kinds of Social Influence: Obedience and

Conformity[J]. Frontiers in Human Neuroence, 10:37-

52.

Xie Ying, Li Chunqing, Gao Peng, et al. (2018). The

influence of social presence in live broadcast marketing

on online conformity consumption and its mechanism

of action—a behavioral and neurophysiological

perspective [J]. Advances in Psychological Science,

(6): 990-1004.

Zhang K, Chen X. (2017). Herding in a P2P lending market:

Rational inference OR irrational trust? [J]. Electronic

Commerce Research and Applications 6:45-53.

BDEDM 2022 - The International Conference on Big Data Economy and Digital Management