Offline retail has been hit during the pandemic, while live streaming has become increasingly popular due to its low price and convenience. The SOR model can be used to construct the formation mechanism of consumers' purchase behaviors under online celebrity live streaming and explore how the characteristics of live streaming affect consumers' purchase willingness and loyalty through the mediating role of perceived value and flow experience. By collecting and analyzing 139 responses, it is concluded that price and quality are the most important factors consumers consider. At the same time, the interaction in live streaming can improve consumers' purchase intention more than entertainment. Based on the consumption habits of different genders and ages, the formulation of targeted publicity strategies will help to enhance the competitiveness of the industry.
Yu et al. (2024) studied this question.