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<p>The burgeoning trend of Short Video Live Streaming E-Commerce (SVLSE) prompts an exploration of factors impacting Consumer Purchase Intention. Integrating the S-O-R (Stimulus-Organism-Response) model with Affective Decision Theory, this study employs SPSS 27.0 and AMOS 26.0 to probe the interplay between Emotional Experience, Personalized Experience, and Purchase Intention. Key focuses include Content Quality-based facets (Video Content Quality and Host Charisma) and User Experience-based elements, namely Personalized Recommendation and Interaction. Results reveal Content Quality factors elevate Emotional Experience, while User Experience components heighten Personalized Experience. Utilizing surrogate variables and bootstrap approaches, the results indicate that User Experience variables predominantly sway Purchase Intention through Personalized Experience, while Content Quality elements largely impact through Emotional Experience. Both experiences exhibit positive associations with Purchase Intention. This work pioneers the integration of Emotional and Personalized Experiences in SVLSE through the S-O-R lens and Affective Decision Theory, elucidating core Purchase Intention drivers and offering strategic insights for businesses in the evolving SVLSE space.</p>

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Exploring the drivers of consumer purchase intention in short video live streaming E-commerce: the role of content quality and personalized user experience

  • 期刊论文

  • 发表日期：

    2026年4月9日

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  • Xiaoli Ma,
  • Meiyu Fang

摘要

The burgeoning trend of Short Video Live Streaming E-Commerce (SVLSE) prompts an exploration of factors impacting Consumer Purchase Intention. Integrating the S-O-R (Stimulus-Organism-Response) model with Affective Decision Theory, this study employs SPSS 27.0 and AMOS 26.0 to probe the interplay between Emotional Experience, Personalized Experience, and Purchase Intention. Key focuses include Content Quality-based facets (Video Content Quality and Host Charisma) and User Experience-based elements, namely Personalized Recommendation and Interaction. Results reveal Content Quality factors elevate Emotional Experience, while User Experience components heighten Personalized Experience. Utilizing surrogate variables and bootstrap approaches, the results indicate that User Experience variables predominantly sway Purchase Intention through Personalized Experience, while Content Quality elements largely impact through Emotional Experience. Both experiences exhibit positive associations with Purchase Intention. This work pioneers the integration of Emotional and Personalized Experiences in SVLSE through the S-O-R lens and Affective Decision Theory, elucidating core Purchase Intention drivers and offering strategic insights for businesses in the evolving SVLSE space.