How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory

During the COVID-19 pandemic, fresh live broadcasting has been widely present in consumers’ daily lives but scarcely examined academic research. The major purpose of current study is to examine how broadcast features (visibility, interactivity, and authenticity) impact willingness buy through perceived value trust based on stimulus–organism-response theory. A total 307 Chinese webcast users participated this study. data were collected an online questionnaire survey analyzed by SPSS Amos software. findings discovered that positively utility trust, visibility interactivity enhance hedonistic consumers. Moreover, mediate between buy. This emphasizes important role provides insight for sellers increase consumer perspective trust.