Published 2023-01-01
“…Qian Shang,1,2 Haoyu Ma,1 Cuicui Wang,2,3 Li Gao4 1School of Management,
Hangzhou Dianzi University, Hangzhou, People’s Republic of China; 2Shanghai Key Laboratory of Brain-Machine Intelligence for Information Behavior, Shanghai International Studies University, Shanghai, People’s Republic of China; 3School of Management, Hefei University of Technology, Hefei, People’s Republic of China; 4SILC Business School, Shanghai University, Shanghai, People’s Republic of ChinaCorrespondence: Cuicui Wang, School of Management, Hefei University of Technology, 193# Tunxi Road, Hefei, 230009, People’s Republic of China, Email qad68@126.com Li Gao, SILC Business School, Shanghai University, 20# Chengzhong Road, Jiading District, Shanghai, 201800, People’s Republic of China, Email gaoli@shu.edu.cnPurpose: The purpose of this paper is to explore the effects of the background fitting of e-commerce live streaming on consumers’ purchase intentions and the relevant internal psychological mechanism from the cognitive-affective perspective.Methods: In this study, a theoretical framework model of SOR comprising six variables is established. …”
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