How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory

Given that "cross-border e-commerce + live streaming" has become an important driver of global trade but limited attention has been paid to this area, this study examines the impacts of live streaming features on the consumers' cross-border purchase intention from the perspectives of consumers' overall perceived value and overall perceived uncertainty based on the SOR theory. In addition, through investigating the moderating effects of saving money, this study reveals the impacts of amazing bargains in live streaming commerce. A total of 272 samples were collected by a questionnaire survey to test the proposed research model. The results show that live streaming features significantly increase consumers' overall perceived value and purchase intention, and significantly reduce consumers' overall perceived uncertainty; in addition, saving money further increases the impact of live streaming features on consumers' overall perceived value. This study provides a theoretical basis and reference for cross-border e-commerce platforms and merchants to effectively leverage live streaming to influence consumers' perception and purchase intention.