International Journal of Management (IJM)

Volume 12, Issue 3, March 2021, pp.134-147, Article ID: IJM_12_03_012

Available online at http://iaeme.com/Home/issue/IJM?Volume=12&Issue=3
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
DOI: 10.34218/IJM.12.3.2021.012

© IAEME Publication Scopus Indexed

EXPLORING THE FACTORS THAT INFLUENCE

CONSUMERS' PURCHASE INTENTIONS IN THE
CONTEXT OF LIVE STREAMING COMMERCE
Guo Tingxiu
PhD Candidate at Post Graduate Centre,
Limkokwing University of Creative Technology, Malaysia

Zhang Dengkai
PhD Candidate at Post Graduate Centre,
Limkokwing University of Creative Technology, Malaysia

Valliappan Raju
Professor at Post Graduate Centre,
Limkokwing University of Creative Technology, Malaysia.

ABSTRACT
The form of live streaming e-commerce brings a more intuitive and vivid shopping
experience to the consumer’s name. The total transaction amount continues to increase,
gradually becoming a new growth driver for e-commerce platforms. The study adopts
an empirical research method by considering and summarising the previous research
results and the current development of e-commerce live streaming. Based on the
stimulus-organism-response (S-0-R) model, perceived value, and other theories, a
consumer purchase intention model in the e-commerce live streaming context is
established. Live stimuli such as entertainment and opinion leaders were used as
independent variables. Organismic responses, such as trust, perceived functional value
and perceived emotional value, were used as intermediate variables. Consumer
purchase intention was used as the dependent variable. This study's measurement scale
was designed based on established scales, and 512 valid questionnaires were collected
through a questionnaire. Data analysis was conducted using SPSS 23 and SMART-PLS
3.0. The following conclusions were obtained: the two antecedent variables of opinion
leader and entertainment positively affect trust, perceived functional value and
perceived emotional value, and the degree of influence is very significant. The higher
the quality of the live e-commerce content, the stronger the opinion leader, i.e. the
anchor. The more entertaining the live broadcast, the stronger the degree of consumer
trust, perceived functional value and perceived emotional value.
Key words: Live Streaming Commerce; Consumers’ Purchase Intention; PLS- SEM;
Mediating Variable

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 Guo Tingxiu, Zhang Dengkai and Valliappan Raju

Cite this Article: Guo Tingxiu, Zhang Dengkai and Valliappan Raju, Exploring the
factors that influence consumers' purchase intentions in the context of live streaming
commerce, International Journal of Management (IJM), 12(3), 2021, pp. 134-147.
http://iaeme.com/Home/issue/IJM?Volume=12&Issue=3

1. INTRODUCTION
In the 21st century, along with the continuous development and breakthroughs in network and
information technology, the mobile Internet has become more and more inseparable from
everyone's life, as shown in the 45th Statistical Report on the Development Status of the Internet
in China released by CNNIC in the first half of 2020. The number of people accessing the
Internet reached 9.04 billion. Internet penetration reached 64.5%; among them, 8.97 billion
people connected to the Internet through mobile phones, accounting for 99.3% of the total
number of people accessing the Internet. Of China's internet users, 78.6% are involved in online
shopping, amounting to 710 million people (CNNIC, 2020). With the popularity of wireless
networks in public places and gradually becoming a standard feature in every household.
Coupled with the 5G era's entry and the continuous decline in traffic tariffs, the proportion of
people accessing the Internet via mobile phones has increased. China's online shopping users
continue to increase, with mobile phone online shopping users accounting for 99.5% of the
overall online shopping users. Using mobile phones for online shopping has become the choice
of many online shopping users.
Moreover, with the development of e-commerce platforms so far, competition is gradually
white-hot. According to a report released by Ai Media, mobile e-commerce platforms will reach
a cumulative total of 788 million users in 2020 (Iimedia, 2020). Nevertheless, compared to
previous years, the increase is decreasing. The number of mobile e-commerce users and the
overall number of Internet users in China are closer to reaching a ceiling. That means that the
cost of acquiring traffic for e-commerce platforms is getting higher and higher, and all major e-
commerce platforms are racking their brains to compete for users. All platforms seek to
innovate and meet their users' diverse needs to break the traffic shortage's bottleneck. The
combination of e-commerce and live streaming is one of the innovations in the past two years.
2015 saw the rise of the live webcasting industry, with major live streaming platforms entering
the market with capital support. In 2016, webcasting swept people's lives, celebrities,
weblebrities, the general public, and more people involved in this carnival. In 2017, the state
issued a policy to regulate live streaming on the Internet, and live streaming platforms gradually
standardised, exploring the diversity of content and developing towards deep vertical
ploughing. In 2018, live streaming platforms explored commercialisation and relied on live
streaming to promote their products. In 2019, live broadcast platforms and other industries
sought cooperation. The "live streaming +" model has become the future development direction,
especially in e-commerce. A short video and other industries have sought the possibility of live
broadcast plus, increase investment, and layout live broadcast field.
Live e-commerce is increasingly becoming a new trend. Avery's research on users' attitude
towards live marketing found that 97.2% of users positively attitude towards live marketing
when watching live broadcasts (Avery, 2018). That means that the combination of live
streaming and shopping has been gradually integrated into people's lives and accepted by more
and more people. The new business model of live streaming for e-commerce has brought new
possibilities for e-commerce platforms to crack the traffic dilemma and gain new high turnover.
Since 2016, Taobao, Jingdong, Mushroom Street and other live e-commerce platforms have
begun to explore the possibilities of live e-commerce, opening live-streaming zones in their
clients one after another. Platforms such as Vipshop, NetEase Kaola and Pindoduo also began
experimenting with live e-commerce in 2019. The development of live e-commerce has almost

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 Exploring the factors that influence consumers' purchase intentions in the context of
live streaming commerce

become a standard for major e-commerce platforms. Data show that China's live e-commerce
industry's full scale reached 433.8 billion yuan in 2019, and the scale is expected to double
again by 2020 (Iimedia, 2020).
E-commerce platforms have taken advantage of live streaming to bring consumers a more
intuitive and vivid shopping experience. Total transactions are increasing, and e-commerce
lives streaming gradually become a new growth driver for e-commerce platforms. However, e-
commerce live streaming has only started to emerge in recent years and only gradually exploded
in 2019. The future direction of development and consumers' attitudes and perceptions towards
e-commerce live streaming still require further wait-and-see and research.

2. LITERATURE REVIEW
2.1 Variable definitions
As people's living standard continues to improve, consumers are shopping to meet their
shopping needs and need leisure and entertainment. Therefore, when consumers watch live e-
commerce broadcasts, they also demand the broadcast's entertainment aspect. This paper
defines entertainment as the relaxing and enjoyable stimulation that consumers receive in a live
e-commerce room.
Opinion leaders are a minority of active interpersonal communication networks, often
providing objective information on certain aspects and having a certain degree of influence
influencing the majority's attitudes. The opinion leaders in this study refer to the anchors of e-
commerce live streaming. These anchor opinion leaders provide shopping information to others
and have more knowledge and experience about certain types of products or services, including
professionalism, authority and popularity.
Trust in this paper focuses on consumer trust. In this study, trust is defined as consumers'
belief that merchants and anchors are well-meaning and upright. The product information they
receive through e-commerce live streaming is true and reliable, and that shopping through e-
commerce live streaming will not be detrimental to their interests.
Perceived functional value focuses on consumers' perceptions of the products' functionality
and quality recommended in the live e-commerce stream, including the functional values of the
products' live e-commerce ability, safety, and cost-effectiveness. In this paper, perceived
functional value is defined as the value of product functionality and quality perceived by
consumers in a live e-commerce context.
Perceived affective value focuses on the positive affective perceptions, such as pleasure,
excitement and happiness, of the products and overall services recommended by the e-
commerce gala. In this paper, perceived emotional value is defined as the emotional value of
pleasure, excitement, happiness. That consumers perceive in a live e-commerce context.
Purchase intention refers to the subjective behavioural attitude and likelihood of consumers
to purchase a product or service. In this study, purchase intention is defined as the likelihood
that consumers will want to buy or share the product in the live broadcast by watching the e-
commerce broadcast.

2.2 Consumer perceived value

Since the 1990s, as competition between companies intensifies and consumers become more
prominent, the importance of consumer perceived value to companies has become a focus of
both academic and industry attention. More studies have shown that consumer perceived value
and purchase intention are positively correlated. In 1954, Drucker proposed in his book
"Management Practice" that it is not the product but the value that customers buy and consume,

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 Guo Tingxiu, Zhang Dengkai and Valliappan Raju

but no in-depth research has been conducted. With the intensification of market competition,
academic research on consumer perceived value has gradually intensified (Peter, 1954).
Zeithaml (1988) proposed the concept of consumer perceived value from the consumer's point
of view. She believes that consumers will weigh and compare the perceived benefits with the
costs paid and evaluate them (Zeithaml, 1988). Alternatively, Woodruff (1997) further
explained from the perspective of consumer perception that consumers' value is the product
attributes, product performance and product result preferences and evaluations that they
perceive in each context of use (Robert, 1997). These products will promote or hinder Their
willingness to buy. Zeitham and Woodruff regard consumers as rational and believe that they
can make rational trade-offs of value. For example, Kolter (1991) suggests that consumers
always shift from rational consumption behaviour, which focuses on practicality, to emotional
consumption behaviour, which seeks psychological satisfaction; Holbrook (1996) also suggests
that customer value has a certain preference for unique experiences. Therefore, the study of
consumers' perceived value needs to consider consumers' rational trade-offs of products and
consumers' emotional needs. Subjectivity refers to the personalised nature of consumer
perceived value; hierarchy refers to the fact that consumers have different expected values at
different levels; dynamism refers to the fact that consumer perceived value is not Spatio-
temporal consumer having different expected values at different times, places, and
environments. Multidimensionality refers to the fact that consumer perceived value is a multi-
dimensional concept. Gale (1994) measured consumer perceived value in terms of both price
and quality but only considered rational buying behaviour and ignored emotional factors.
Sweeney and Soutar (2001) added the emotional and social dimensions, dividing perceived
value into four value dimensions: emotional, social, and quality and price, which are generally
accepted.
With the continuous development of the Internet and e-commerce, more and more scholars
explore consumers' perceived value in the online shopping environment. For the division of
perceived value dimensions in the online shopping environment, Mathwick (2002) proposed
four dimensions: fun value, aesthetic value, return on investment value and excellent service
value. Dong and Yang (2008) divided perceived value into three dimensions: outcome value,
procedural value, and emotional value. Deng (2015) ranked customer perceived value in online
shopping into four dimensions of social value, quality value, service value and price value in
order of importance. Sun (2016) divided perceived value into functional value, emotion value
and perceived risk to study the relationship between consumers' perceived value and online
interaction. Based on previous research results on perceived value theory, this paper integrates
rational and emotional factors, divides perceived emotional value into two dimensions of
perceived functional value and perceived emotional value and investigates consumer perceived
value in the context of live e-commerce. Several scholars have demonstrated that consumer
perceived value has a significant impact on purchase intention in the online shopping
environment. Wang and Li et al. (2007) demonstrated that perceived value significantly and
positively influences purchase intention in the online environment. Lu et al. (2018) proposed
that service value and product value have the greatest impact on consumer purchase intention,
with website value second and shop value the least. By combining the consumer perceived
value theory and related research, it can be found that the development of consumer perceived
value theory has been relatively mature. More and more scholars use consumer perceived value
to study consumer purchase intention in the online environment. With the gradual
intensification of competition among e-commerce platforms, all major platforms are competing
for consumers, and the theory of consumer perceived value puts consumers at the centre.
Therefore, the use of consumer perception value theory to study consumer behaviour has certain
applicability and necessity. The willingness to purchase in a real-time e-commerce
environment.

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 Exploring the factors that influence consumers' purchase intentions in the context of
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2.3 Consumer Purchase Intention

Engel and Blackwell (1984) divided the consumer's purchase decision process into five stages:
problem perception, information search, solution evaluation, purchase decision and purchase
evaluation (Mu, Fu, & Feng, 2006). Purchase intention belongs to the purchase decision stage.
Consumers have already gone through the first three stages of consideration, have some
knowledge of their personal needs, find information about the product, evaluate the purchase
options, generate purchase intention, and then generate a purchase decision.
In the 1970s, Fishbein, Martin, and Ajzen (1975) initiated a study of consumers' purchase
intentions. They first extended the concept of "will" from psychology to the field of shopping
and consumption. They defined it as "The subjective probability of a consumer's purchase
behaviour, which is the result of the combined effect of consumer attitudes, evaluations, and
other factors. Willingness is the most critical factor in predicting consumer behaviour"
(Fishbein, Martin, & Lcek, 1975). Dolls et al. (1991) argue that willingness to buy is the
subjective probability that consumers will buy a product. China's research on consumers'
willingness to buy started relatively late.
In summary, consumer purchase intention is determined by a combination of subjective
consumer attitudes and extrinsic factors. The study of consumer behaviour based on consumer
purchase intentions has been developed in marketing for more than 30 years. It is generally
accepted that purchase intentions can be used to predict purchase behaviour.
This paper focuses on consumer purchase intention in the context of live e-commerce.
Based on the context of e-commerce live streaming, this paper further compares the research
on consumers' online purchase intention based on the online environment. With the
development of the Internet, many scholars have conducted research on consumers' online
purchase intention based on the online environment. Consumers' willingness to buy online
refers to the possibility of purchasing products or services on online platforms after browsing
e-commerce shopping websites and learning about product information and services (Yu &
Chen, 2017). At present, domestic, and international scholars have focused on two major
aspects of consumer trust and consumer perceived value based on the study of consumers'
willingness to buy online.

2.4 S.O.R. Theory

Mehrabian and Russell proposed the S.O.R. theory in 1974, the stimulus-organism-response
model, which is based on environmental psychology and suggests that external environmental
stimuli can affect an individual's cognition or emotion, resulting in either an intrinsic or an
extrinsic behavioural response. The S.O.R. theory can be used to predict individual behaviour.
Since the 1980s, S.O.R. theory has been increasingly applied to consumer behaviour.
Donovan and Rossiter (1982) were the first to apply the S.O.R. model to shopping situations,
suggesting that a shop's atmosphere induces a basic affective state of pleasure-arousal-
dominance in individuals, which influences whether an individual is motivated or motivated.
Eroglu and Machleit (2001) demonstrated the applicability of the S.O.R. theory in an online
shopping environment.

Figure 1 S.O.R. Model

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 Guo Tingxiu, Zhang Dengkai and Valliappan Raju

In recent years, an increasing number of scholars have used S.O.R. theory to study consumer
online shopping behaviour, and the research themes are rich. Shi and Meng et al. (2017) used
the S.O.R. model to study online group shopping consumers' purchase intention. Zhou and Chen
(2018) studied social commerce users' behavioural mechanism based on S0R theory and
examined the factors that influence users' usage and sharing behaviour. He et al. (2019) used
S.O.R. theory to study the influence of online reviews on impulsive purchase intentions. Qu
and Wang (2019) explored the impact of return policies on consumers' online purchasing
behaviour based on the S.O.R. model. Zhang (2018) analyse the influence of e-commerce
channel choice on consumers' purchase intentions based on the S.O.R. model, which suggests
that consumers will have certain psychological or emotional reactions after being stimulated by
the external environment, which will in turn affect purchase intentions and purchase behaviours.
In this study, the S.O.R. model is used as the main theoretical framework, and a series of
atmospheric situations in the live e-commerce room are used as stimulus factors, the cognitive
and emotional states of consumers in the live room are used as organismic response factors, and
consumers' willingness to purchase is used as the resultant response.

3. HYPOTHESIS DEVELOPMENT
The impact of entertainment on trust perceived functional value and perceived emotional value.
Entertainment is the relaxed and pleasant experience consumers experience in the context of e-
commerce live broadcasts. With the development of the social economy, consumers participate
in shopping to meet their own shopping needs and obtain a more diversified entertainment
experience. Some scholars have found that consumer experience is an important factor affecting
trust in the online shopping environment. Consumers care about the virtual experience in the
shopping process, that is, process enjoyment. Therefore, this article proposes the following
assumptions:
H1a: The entertaining nature of e-commerce live broadcast content positively affects trust.
H1b: The entertaining nature of e-commerce live broadcast content positively affects the
value of perceived functions.
H1c: The entertainment of e-commerce live broadcast content positively affects the
perceived emotional value.
There is no shortage of celebrities, weblebrities and other authority figures who act as
anchors in e-commerce broadcasts. They have a certain degree of professionalism and strong
influence, and to a certain extent, can be called opinion leaders. Brinberg (1986) argues that
under the influence of opinion leaders, consumers' personal value judgments will converge with
those of the opinion leaders, which in turn will lead to a perceived value of the product or
service. In the process of live e-commerce, the opinions of the anchors, who are regarded as
"opinion leaders", will influence consumers' perceptions and emotions towards the products.
Based on this, this paper proposes the following three hypotheses.
H2a: Opinion leaders in e-commerce live streaming positively influence trust.
H2b: Opinion leaders in e-commerce live streaming positively influence perceived
functional value.
H2c: Opinion leaders in e-commerce live streaming positively influence perceived
emotional value.
Through the previous research related to trust-based consumer purchase intention, it can be
found that trust has a certain influence on consumer purchase intention. Live e-commerce is
based on an online environment, where consumers cannot communicate with merchants face-
to-face. The asymmetry of information will, to a certain extent, lead to increased uncertainty
and risk for consumers. By watching a live e-commerce broadcast, consumers can obtain more

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 Exploring the factors that influence consumers' purchase intentions in the context of
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product information and gain a comprehensive understanding of the product, thus increasing
their trust and increasing their willingness to purchase. Based on this, this study proposes the
following hypothesis.
H3: Trust generated in a live e-commerce context positively influences purchase intentions.
Under the e-commerce live-streaming model, anchors have a high level of product intake.
They can convey a great deal of product-related knowledge and information to consumers and
deliver hands-on use experiences to allow consumers to perceive more functional value. Many
studies have identified consumers' perceived quality of the product as a basic component of
consumers' perceived value. When consumers observe themselves, are introduced by the anchor
and interact with other consumers in the live broadcast throughout the process, they will form
a perception of the product's functional value, which will enhance consumers' willingness to
purchase when they perceive that the product quality is guaranteed. Based on this, this paper
proposes the following hypothesis.
H4: Perceived functional value in the context of live e-commerce positively influences
purchase intentions.
Emotional value is people's subjective feelings about objective things. Consumers' feelings
of pleasure, excitement and happiness, and social identity are generated while watching a live
broadcast. According to S.O.R. theory, the series of stimuli that consumers receive in a live e-
commerce context will cause consumer emotions changes, affecting consumer behaviour, i.e.
purchase intention. This paper proposes the following hypothesis.
H5: Perceived emotional value in the context of live e-commerce positively influences
purchase intentions.

Figure 2 Conceptual Framework

4. DATA AND METHODOLOGY

This study uses quantitative analysis methods. The use of questionnaires is a method of analysis
based on collecting individual attitudes and situations from respondents using a uniform
questionnaire. The questionnaire in this article is designed based on the valid scale verified by
previous authors. After that, pre-research was conducted through small-scale questionnaires,

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 Guo Tingxiu, Zhang Dengkai and Valliappan Raju

and group discussions were organised to improve the questionnaire design further. Finally, it
was distributed on a large scale through online questionnaires.
The study distributed the questionnaire on the WenJuanXing website
(https://www.wjx.cn/), one of China's largest professional data collection websites, with over
one million respondents answering the questionnaire every day. We selected the sample service
provided by WenJuanXing, a professional data collection service for research purposes.
WenJuanXing helps us to select live shopping users and remove invalid questionnaire responses
randomly. In total, 512 valid questionnaires were received from December 2020 to March 2021.

Table 1 Demographics of Respondents (N=512).

Item Frequency Percentage

Gender Male 259 50.6%
Female 253 49.4%
Age 18-25 114 22.3%
25-35 135 26.4%
35-45 147 28.7%
Above 45 116 22.7%
Education High School 52 10.2%
Background
Bachelor 411 80.3%
Postgraduate 49 9.6%
PSL 1000-2000
120 23.4%
CNY
2000-3000
251 49.0%
CNY
Above 3000
141 27.5%
CNY
DBLS Often 90 17.6%
Sometimes 181 35.4%
Occasionally 174 34.0%
Never 67 13.1%
Note: P.S.L.: Personal Spending Level. DBLS: Desire buy live-streaming E-commerce
As seen in Table 1, 49.9% of all respondents were female (n = 253) and 50.6% were male
(n = 259). Most respondents were aged 35-45 (n = 147, 28.7%) or 25-35 (n = 135, 26.4%) and
the majority held a bachelor's degree (n = 411, 80.3%). In terms of user experience, many
respondents spend between RMB 2,000-3,000 per month via personal (n = 251,49%). At the
same time, only 13% of people do not want to watch live shopping

5. DATA ANALYSIS
SPSS and SMART-PLS data analysis software was also used to analyse the data collected by
the questionnaire. After descriptive analysis, reliability test, validity test and structural equation
model analysis, the relationship between the variables and the correctness of the hypotheses
and the model's applicability were tested. The results of the empirical analysis were finally
obtained.

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 Exploring the factors that influence consumers' purchase intentions in the context of
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5.1 Measurement Model

The study used Cronbach's alpha and composite reliability to test the reliability of the model.
Table 2 shows that both Cronbach's alphas were greater than 0.8. Thus, both metrics exceeded
the required value of 0.7 (Fornell and Larcker, 1981), satisfying the reliability requirement. The
convergence's validity was tested using the average variance extracted (AVE) and the item
loadings. The average payload values for all structures were greater than 0.7 and therefore
exceeded the acceptable level of 0.5 (Qin, 1998), and all item loads exceeded the required value
of 0.7. The results indicated that the validity of convergence was also satisfactory.
We used the Fornell and Larcker criterion. Table 2 shows that AVE's square root exceeds
each potential variable's correlation coefficient, which confirms discriminant validity (Fornell
and Larcker, 1981). For the second method, we used cross-loading. Table 3 shows that all
indicator loadings exceeded the cross-loading, which confirms discriminant validity (Chin,
1998).

Table 2 Cronbach’s Alpha, Composite Reliability, AVE, and Correlations

Cronbac
h's AV PE PF
Constructs CR E OL PI T
Alph E V V
a
0.8 0.72 0.85
E 0.808
9 3 0
0.9 0.73 0.34 0.85
OL 0.881
2 6 0 8
0.9 0.74 0.36 0.24 0.86
PEV 0.887
2 7 0 9 4
0.9 0.74 0.32 0.32 0.19 0.86
PFV 0.832
0 9 2 6 8 5
0.9 0.77 0.38 0.30 0.21 0.22 0.88
PI 0.856
1 6 5 2 4 1 1
0.9 0.73 0.34 0.21 0.26 0.28 0.29 0.85
T 0.88
2 5 7 6 3 6 2 7
Note: E: Entertainment; OL: Opinion Leaders; P.E.V.: Perceive Emotional Value; P.F.V.: Perceived
Functional Value; P.I.: Purchase Intentions; T: Trust.

Table 3 Weightings, Loadings and Cross-loadings.

Construct Items V.I.F. Loadings and Cross-loadings
s E OL PEV PFV PI T
E E1 1.774 0.857 0.272 0.320 0.306 0.316 0.274
E2 1.726 0.838 0.266 0.324 0.237 0.328 0.267
E3 1.777 0.856 0.327 0.276 0.276 0.339 0.341
OL OL1 2.296 0.290 0.859 0.211 0.284 0.261 0.157
OL2 2.260 0.281 0.855 0.222 0.260 0.270 0.153
OL3 2.127 0.290 0.861 0.216 0.302 0.267 0.235
OL4 2.246 0.305 0.857 0.207 0.269 0.237 0.189
PEV PEV1 2.285 0.324 0.232 0.863 0.180 0.160 0.223
PEV2 2.189 0.288 0.198 0.852 0.174 0.210 0.233
PEV3 2.301 0.315 0.229 0.864 0.147 0.176 0.231

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 Guo Tingxiu, Zhang Dengkai and Valliappan Raju

PEV4 2.493 0.316 0.203 0.878 0.185 0.195 0.223

PFV PFV1 1.938 0.287 0.292 0.161 0.872 0.197 0.244
PFV2 1.903 0.276 0.264 0.159 0.863 0.207 0.205
PFV3 1.911 0.273 0.290 0.195 0.861 0.169 0.294
PI PI1 2.065 0.330 0.255 0.160 0.190 0.874 0.269
PI2 2.093 0.283 0.263 0.210 0.176 0.868 0.218
PI3 2.266 0.397 0.278 0.197 0.215 0.901 0.281
T T1 2.109 0.298 0.163 0.238 0.211 0.237 0.844
T2 2.405 0.292 0.171 0.170 0.241 0.220 0.866
T3 2.148 0.306 0.194 0.272 0.280 0.253 0.852
T4 2.267 0.292 0.210 0.217 0.247 0.287 0.868
Note:
1) E: Entertainment; O.L.: Opinion Leaders; P.E.V.: Perceive Emotional Value; P.F.V.: Perceived
Functional Value; P.I.: Purchase Intentions; T: Trust.
2) The bold data is factor loading.

5.2 Structure Model

The study explained the variance by attempting to measure latent variables relative to the total
variance. The value of approximately 0.670 is considered large, the value of approximately
0.333 is moderate, and the value of approximately 0.190 is weak. In Table 4, it is shown that
the R2 figures are all close to 0.19. The latent variables' path coefficients should be analysed
according to their algebraic sign, size, and significance. A t-value is greater than 1.96, and a p-
value less than 0.05 represent a significant correlation according to the requirements.
As shown in Table 5, any T-value greater than 1.96 and a P-value less than 0.05 represent
a valid hypothesis.
The correlation between the mediating variables and the latent variables was analysed using
the same criteria. It can be seen from Table 6 that the want concern between the mediating
variables and the latent variables is equally significant.

Figure 3 Model testing results.

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 Exploring the factors that influence consumers' purchase intentions in the context of
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Table 4 R Square, f Square and Q square

R Square R Square Adjusted
PEV 0.148 0.144
PFV 0.157 0.153
PI 0.121 0.116
T 0.131 0.128

Table 5 Hypotheses Testing Results.

Hypotheses Path Standard Deviation T Statistics P Values Results
(|O/STDEV|)
H1b E -> PEV 0.046 6.794 0.000 Accepted
H1c E -> PFV 0.043 5.613 0.000 Accepted
H1a E -> T 0.043 7.233 0.000 Accepted
H2c OL -> PEV 0.042 3.447 0.001 Accepted
H2b OL -> PFV 0.042 5.772 0.000 Accepted
H2a OL -> T 0.044 2.529 0.012 Accepted
H5 PEV -> PI 0.046 2.859 0.004 Accepted
H4 PFV -> PI 0.043 3.075 0.002 Accepted
H3 T -> PI 0.044 5.012 0.000 Accepted
Note: E: Entertainment; OL: Opinion Leaders; P.E.V.: Perceive Emotional Value; P.F.V.: Perceived
Functional Value; P.I.: Purchase Intentions; T: Trust.

Table 6 Results from Testing the Mediating Effects of Live Streaming commerce purchase intentions
Path Standard T Statistics P Values Mediating Effect
Deviation
E -> PEV -> PI 0.017 2.436 0.015 Significant
OL -> PEV -> PI 0.010 1.967 0.049 Significant
E -> PFV -> PI 0.013 2.456 0.014 Significant
OL -> PFV -> PI 0.012 2.609 0.009 Significant
E-> T-> PI 0.018 3.721 0.000 Significant
OL-> T -> PI 0.012 2.130 0.033 Significant
Note: E: Entertainment; OL: Opinion Leaders; P.E.V.: Perceive Emotional Value; P.F.V.:
Perceived Functional Value; P.I.: Purchase Intentions; T: Trust.

6. CONCLUSION
Research has shown that entertainment positively affects trust, perceived functional value and
perceived emotional value. In this study, entertainment refers to the relaxing and enjoyable
stimuli consumers receive in a live e-commerce room. With the development of the social
economy, consumers are involved in shopping to meet their shopping needs and meet their
emotional needs, such as relaxation and stress release. Live e-commerce has a rich media format
and diversified content, which is entertaining and interesting. According to the test of
hypotheses H1a, H1b and H1c, entertainment positively affects trust, perceived functional value
and perceived emotional value. That suggests that the stronger the entertaining contextual
atmosphere of the e-commerce live room, the more consumers will create a mind-flow
experience. The more consumers will trust the product, perceive the product's quality and the
pleasure they will feel about the product.

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 Guo Tingxiu, Zhang Dengkai and Valliappan Raju

Research has concluded that opinion leaders positively influence trust, perceived functional
value and perceived emotional value. In consumer behaviour, an opinion leader refers
specifically to someone who filters, interprets, or provides information for others and has more
knowledge and experience with a particular type of product or service because of a sustained
interest in the field. In this study, opinion leaders refer to the anchors in e-commerce live
streaming. There is no shortage of influential K.O.L. in e-commerce live streaming, who may
be celebrities, internet celebrities, or authorities with strong practical experience who take on
opinion leaders' role. By testing the hypotheses H2a, H2b and H2c, it was proved that opinion
leaders positively influence trust, perceived functional value and perceived emotional value,
with path coefficients of 0.40, 0.38 and 0.34, respectively, a significant degree of influence.
That is, in the context of live e-commerce, the stronger the professionalism, authority and
popularity of the anchor, the stronger the consumers' trust in the product, the stronger the
perceived functional value such as product quality, and the stronger the perceived emotional
value, the more interested in the product.
Research has proven that trust positively influences purchase intentions. Due to the format
of online shopping, consumers cannot interact with merchants face-to-face, and consumers are
exposed to more uncertainty and transaction risks. Through live e-commerce, consumers have
access to more information. Increased trust in the product. This study defines trust as the belief
that the information consumers receive about a product through a live e-commerce broadcast is
true and creates a sense of trust in the product. H3 hypothesis was tested and proved that trust
positively influences purchase intention. In a live e-commerce context, the more consumers
believe in the product information provided within the live stream, the more they trust the
product and the more likely they will purchase.
The study proves that perceived functional value positively influences purchase intention.
This study defines perceived functional value as the value of a product in terms of quality and
performance as perceived by consumers through a series of stimuli in the e-commerce live
streaming context. The e-commerce live-streaming context is where the anchor has a high
product intake level and can convey a great deal of product-related knowledge and information
to consumers and demonstrate and share experiences of using the product comprehensively. H4
suggests that perceived functional value positively influences purchase intentions, and this
hypothesis is verified through data testing. That is, in a live e-commerce context, the higher the
consumer's perception of the product's superior performance, quality, quality and other
functional values, the stronger their willingness to purchase.
The study proves that perceived emotional value positively influences purchase intentions.
Perceived emotional value refers to a product or service's ability to make consumers perceive
good emotional values such as pleasure, excitement, and happiness. Perceived emotional value
in this study refers to the emotional aspects of pleasure, interest and other feelings that
consumers perceive about a product through watching a live e-commerce broadcast. H5 argues
that perceived emotional value positively influences purchase intention, and through validation,
this hypothesis holds. It was demonstrated that the stronger the emotions such as pleasure,
excitement and interest perceived by consumers towards the product in the e-commerce live
streaming context, the stronger the willingness to purchase the product

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