E-commerce Live Streaming Interaction Quality, Immersion Experience and Consumer Purchase Intention

With the rapid development of the digital economy, the wave of e-commerce live broadcasting has swept all walks of life and become the new force of online shopping. Based on the S-O-R model, this paper establishes a theoretical model affecting consumers' purchase intention. It puts forward relevant research hypotheses from the dimensions of seller-consumer interaction, anchor-consumer interaction, and consumer-to-consumer interaction of e-commerce live broadcast interaction. Then, effective sample data are collected through the questionnaire survey method, and multiple regression analysis and correlation analysis models are used to explore the interrelationship between interactive quality, immersion experience, and consumers' purchase intention in e-commerce live broadcasting. The analysis shows that the interactive quality, perceived usefulness, responsiveness, and mutual assistance of e-commerce live broadcast positively affect consumers' immersion experience and purchase intention (Sig. <0.05), consumers' immersion experience has a positive and significant effect on purchase intention (Sig. <0.05), and immersion experience has an important mediating role between perceived usefulness, mutual assistance, and purchase intention. This paper centers on the interactive quality and immersion experience. It puts forward corresponding enhancement suggestions for live e-commerce, which provides a basis for the development of marketing strategies for live merchants and has certain theoretical significance and practical significance. © 2024 Dongfeng Wang, published by Sciendo.