Open Journal Systems

Research on the Impact of Consumers’ Purchasing Decision in E-commerce Live-steaming——Based on Cognitive and Perceptive Perspective

Xu Qianran(Jilin University)
Wu Jiazhen(Jilin University)
Yang Menglang(Jilin University)
Zhu Hong(Jilin University)


In the live-streaming area, high-tech social media has transformed our interactions and social activities through a brand new marketing approach. The research identifies the underlying drivers of purchasing decision from cognitive and perceptive perspective, and confirms the decision-making mechanism from individual view. Our study is based on S-O-R Theory, Social Presence Theory and Technology Acceptance Model, and we add Perceived Trust. A scale of 24 items which reflecting 6 construct was set up. Then a pre-test was designed to test the validity of scale and a formal experience was conducted to 311 customers. Data are analyzed applying the structural equation modelling (SEM) technique with SPSS and Amos. The results indicate that cognition and perception both positively influence Perceived Ease of Use. But only cognition can significantly affect Perceived Use, necessitating expertise of anchors and dissemination of high quality content. Besides, the affecting path of PU, PEOU and PT was verified, providing guidance for platform designing, anchor training and product selecting.


E-commerce; Live-steaming; Cognitive perspective; Perceptive perspective

Full Text:



Mehrabian A., Russell J.A. An approach to environmental psychology. the MIT Press,1974.

Donovan R.J., Rossiter J.R., Marcoolyn G. &Nesdale A. Store atmosphere and purchasing behavior.Journal of Retailing,1994,70(3),283-294.

Eroglu S.A., Machleit K.A., Davis L.M. Atmospheric qualities of online retailing:A conceptual model and implications[J].Journal of Business Research,2001,54(2):177-184.

Yoon E., Effects of website environmental cues on consumers" response outcome behaviors. Master thesis,2012.

Chen C.C., YAO J. Y. What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model[J]. Telematics and Informatics,2018,35(5), 1249-1262.

Liu Zhilin, Zhang Zhong, Xiao Haijian. The Influence of Social Presence on Consumers' Purchase Intention in Live Marketing (in Chinese) [J]. Journal of Shanxi Datong University (Natural Science Edition),2021,37(01):55-59+64.

Yu Xin, Xu Zhengliang. Research on the Information Participation Behavior of Barrage Users in Webcast Platforms——Based on the Perspective of Immersion Theory (in Chinese) [J]. Information Science. 2017 (10): 147-151.



  • There are currently no refbacks.
Copyright © 2021 ran qian xu Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
  • :+65-98550280 QQ:2249355960