A Study of Consumer Purchase Intentions in E-Commerce Live Broadcast for Eye Health Products Based on Product and Host Discourse Attributes

Abstract

With changing lifestyles, increasing excessive eye use and rising consumer health awareness, the field of eye health products is expected to become a new blue ocean market. To identify the factors influencing the purchase intention of eye health products, by integrating the SOR model, TAM theory, persuasion theory, and health belief model, a theoretical framework for influencing consumer decisions is constructed from the perspective of product and anchor language characteristics, using e-commerce live broadcast as the information source. Questionnaire research was conducted with college students as the main research sample, and SEM models were constructed to verify the hypotheses and models. The results showed that: First, the perceived usefulness and perceived ease of use of eye health products, as well as the professionalism and authenticity of the anchor’s language, positively influenced consumers’ purchase intention, but the influence of the anchor’s language charm on consumers’ purchase intention was not significant. Second, consumer trust fully mediated between perceived ease of use and purchase intention, and partially mediated between perceived usefulness and purchase intention. Third, Consumer health beliefs fully mediated between anchor language professionalism and purchase intention, and partially mediated between anchor language truthfulness and purchase intentions.