Research on The Impact of Reviews on Consumer Perceived Value in Live Streaming

Abstract

E-commerce live streaming is a new form of online shopping, showing an explosive growth trend in recent years. And live reviews are one of the important influencing factors of consumer behavior. Taking live-streaming reviews as the research object, this paper constructs a model of the impact of live-streaming reviews on consumer perceived value including the mediating variable of social presence. We also put forward some hypotheses, and then tested the model and hypotheses through empirical methods. The results show that review quantity and review valence have a positive impact on consumers' perceived utilitarian value, perceived hedonic value, and perceived social value. Meanwhile, social presence plays a partial mediating role in the impact of live comments on consumers' perceived value.