Research on the Influencing Factors of Herd Consumption Behavior in the Context of E-Commerce Live Streaming

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This paper explores the influencing factors of herd consumption behavior in the context of e-commerce live streaming, and studies the mechanism of herd consumption behavior. Based on the theory of herd behavior, reference groups theory, and social presence theory, this paper constructed a model of the influencing factors of herd consumption behavior in the context of e-commerce live streaming, collected 236 valid samples through questionnaires, and used SPSS and AMOS to measure the reliability and validity of the table were tested. This research hypothesis was tested with the empirical method of structural equation model. We found that group identification positively affects normal herd motivation in e-commerce live streaming, reference groups positively affect informative herd motivation in e-commerce live streaming, and social presence and product involvement negatively affect informative herd motivation in e-commerce live streaming. Additionally, normative herd motivation and informative herd motivation positively affect herd consumption behavior in e-commerce live streaming. These results will help consumers make more rational decisions in e-commerce live shopping, optimize the interaction mechanism of the e-commerce platform, and improve the professionalism of the anchors.