The Effects of Streamer, Context, and Product on Consumers’ Purchase and Continuous Watching Intention in Livestreaming Commerce

Abstract

This dissertation explores the impact of three critical elements, namely streamer, context and product, in livestreaming commerce, streamer, context, and product, on consumer purchase and continuous watching intention, by integrating the self-determination theory (SDT) and Stimulus-Organization-Response (SOR) model. The dissertation focuses on analyzing the changes in consumer psychology caused by these three factors that can affect consumers' purchase and continuous watching intention. The results indicate that all three elements stimulate the consumers, increasing their emotional participation and attachment. These factors can influence consumers' autonomous motivation according to SDT, thereby promoting the continuity of purchasing decisions and watching. The SOR model further emphasizes how these stimuli affect consumers' emotions and cognition, affecting their behavioral decisions. In conclusion, this study offers a deep understanding of the key factors affecting consumer behavior in livestreaming commerce, providing essential insights for improving consumer attractiveness, promoting sales, and enhancing consumer loyalty.