The impact of E-commerce anchor interaction experience on consumer purchase intention : a study using psychological contract as a mediating variable

Abstract

In recent years, e-commerce live streaming has continued to grow, and consumers have become increasingly inclined to shop through live streaming rooms on major live streaming e-commerce platforms. With the change in consumer behavior, higher requirements are placed on some personalized services of e-commerce anchors, prompting anchors to continuously innovate to meet consumer needs. Today's live-streaming e-commerce is highly homogenized. Most anchors rely on price wars and hard sales, with little interaction with the audience during live streaming, and insufficiently deep communication. The marketing model is also relatively simple. This study aims to explore the impact of the interactive experience of anchors in e-commerce live streaming on consumers’ purchase intention, innovatively introduce psychological contracts as mediating variables, and examine the moderating effect of product practicality on this relationship. Through empirical research, it is found that interactive experience has a significant positive impact on consumers’ purchase intention and psychological contracts. Additionally, psychological contracts have a considerable positive effect on consumers’ purchase intention, and psychological contracts play a partial mediating role between interactive experience and willingness to buy