Li Zhengyu, Wang Yan, Cianfrone Beth Anne, Guo Zhen, Liu Bo, Zhang James, Shi Chenyu
Division of Sports Science and Physical Education, Tsinghua University, Beijing 100084, China.
School of Economics and Management, Shanghai University of Sport, Shanghai 200438, China.
Behav Sci (Basel). 2025 Feb 19;15(2):238. doi: 10.3390/bs15020238.
Purpose-The purpose of this study is to examine the mechanism of scene features (i.e., visual appeal, presence, and scene-product matching) of e-commerce live streaming and how it impacts consumers' flow and purchase intentions of sporting goods. Design/methodology/approach-To test the hypotheses in the conceptualized model that was developed based on the Stimulus-Organism-Response (S-O-R) model, sports consumers ( = 340) who watched e-commerce live streaming responded to an online survey administration. Structural equation modeling (SEM) was applied to examine the research model and test the hypotheses. Findings-The results reveal that scene features positively affect consumer flow experience, in which scene-product matching is the main contributing factor. Moreover, the flow experience plays a critical mediating role in influencing purchase intentions; meanwhile, the moderation role of sport identification was not found to be statistically significant. Originality/value-This study fills the void to explore how scene features of e-commerce live streaming influence consumer behavior associated with sporting goods merchandise through immersed flow experience. Confirming the applicability of the S-O-R model in the sports e-commerce live streaming setting, the findings of this study identify dimensions of scene features of e-commerce live streaming and highlight the significance of developing scene-product congruence features when designing, operating, and promoting live streaming programs while enhancing immersive involvement.
目的——本研究旨在探讨电子商务直播场景特征（即视觉吸引力、临场感和场景-产品匹配度）的作用机制，以及其如何影响消费者的沉浸体验和对体育用品的购买意愿。设计/方法/途径——为了检验基于刺激-机体-反应（S-O-R）模型构建的概念模型中的假设，340名观看过电子商务直播的体育消费者参与了在线问卷调查。采用结构方程模型（SEM）来检验研究模型并验证假设。研究结果——结果显示，场景特征对消费者的沉浸体验有正向影响，其中场景-产品匹配度是主要影响因素。此外，沉浸体验在影响购买意愿方面起着关键的中介作用；同时，未发现运动认同的调节作用具有统计学意义。原创性/价值——本研究填补了空白，探讨了电子商务直播的场景特征如何通过沉浸式的沉浸体验影响与体育用品相关的消费者行为。本研究证实了S-O-R模型在体育电子商务直播场景中的适用性，研究结果确定了电子商务直播场景特征的维度，并强调了在设计、运营和推广直播节目时，在增强沉浸式参与度的同时，开发场景-产品一致性特征的重要性。
