Influence of Internet Celebrity Live Streaming on Consumer Purchase Decision: Mediating Role of Consumer Immersion
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Abstract
This Research article purpose. The aim of this study is to investigate the influence mechanism of internet celebrity live streaming on consumer purchase decision through consumer immersion. Design/methodology/approach. A survey was conducted on 450 volunteers participating in online live shopping in Beijing city. We constructed a structural equation model using AMOS and analyzed the direct and indirect relationships research findings are presented using descriptive statistics. The research results found that internet celebrity live streaming has a significant impact on consumer purchase decision; Consumer immersion plays a significant mediating role between internet celebrity live streaming and consumer purchase decision. Research limitations/implications. The mediated effect provides various theoretical significance for the direct and indirect impact on the consumer purchase decision. Practical implications. From the perspective of revealing the influencing factors of consumer purchase decision, the mechanism of how immersion affects consumer purchase decision has been identified. Originality/value –The innovation of this study lies in identifying the mediating variables that influence consumer purchase decision through internet celebrity live streaming, and constructing a mediating model for consumer purchase decision. Knowledge form Research. This study redefines live-streaming commerce as a neurobehavioral ecosystem where influencer utility, platform features, and consumer collective psychological states evolve together using immersion as the primary mechanism. This framework describes everything from impulsive buying behavior to well-planned luxury purchases, providing a key framework for regulating human-centric platforms in the Attention Economy. Suggestions Immersion Management: Since focus is the primary mechanism (Linchpin Mechanism) linking emotions and decision-making, design interactive content: Use features that immediately stimulate engagement, such as live polls, short random prize games, or scene changes based on viewer requests, to keep the brain in a state of high focus. Reduce cognitive friction: Make the process from watching the live stream to payment as seamless as possible to maintain uninterrupted focus.
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บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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