Abstract

Against the backdrop of the rapid development of digital marketing in emerging economies, livestreaming e-commerce provides a new pathway for products from resource-constrained regions to overcome geographical limitations and expand market channels. Existing studies have largely focused on the sales performance, platform models, or general determinants of purchase intention in livestreaming e-commerce, while insufficient attention has been paid to the formation mechanism of consumers’ purchase intention within livestreaming interactions. Drawing on the S-O-R model and interaction ritual chain theory, this study constructs a theoretical model of how rural livestreaming e-commerce influences consumer purchase intention. Specifically, live streaming scenario atmosphere, product packaging, anchor interaction, and consumer engagement are identified as key stimulus factors. This study examines how these factors influence purchase intention through affective perception, cultural perception, and consumer trust, and further investigates the moderating role of emotional energy. The results show that: (1) the four livestreaming interaction factors significantly enhance consumers’ affective perception and cultural perception; (2) affective perception and cultural perception each form a chain mediation path with consumer trust, playing an important transmission role between livestreaming stimuli and purchase intention; and (3) emotional energy strengthens the effects of certain livestreaming stimuli on consumers’ psychological perceptions. This study reveals the pathway of “livestreaming stimuli–affective/cultural perception–consumer trust–purchase intention,” and provides strategic implications for livestreaming marketing, local brand communication, and rural economic development.

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