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Academic Journal of Business & Management, 2024, 6(5); doi: 10.25236/AJBM.2024.060530.

Study on the Influence Mechanism of Metaverse Virtual Live Broadcasting Based on SOR Model on Consumers’ Participation Intention

Author(s)

Yanbing Liang, Jun Wu

Corresponding Author:
Yanbing Liang
Affiliation(s)

School of Economics and Management, Guangdong Vocational College of Post and Telecom, Guangzhou, China

Abstract

The “14th Five-Year Plan for Digital Economy Development” proposes the advancement of humanoid intelligence, natural interaction, virtual reality, and other technologies. With the progress of digital technology, the metaverse offers consumers new purchasing avenues, enabling them to enter a three-dimensional immersive experience space and enhancing their engagement. This paper, based on the Stimulus-Organism-Response (SOR) model, explores the mechanisms of how the characteristics of virtual anchors and virtual scene marketing in the metaverse virtual live broadcasting environment affect consumers’ participation intention. It proposes hypotheses on the impacts of characteristics of virtual anchor, virtual scene marketing, and flow experience on consumers’ participation intention. SPSS and AMOS were used to analyze 533 consumers in Guangdong province. The results show that: (1) The characteristics of virtual anchor and virtual scene marketing have significant positive effects on flow experience. (2) The characteristics of virtual anchor, virtual scene marketing and flow experience have significant positive effects on consumers’ participation intention. (3) Flow experience plays a mediating role between the characteristics of virtual anchor and consumers’ participation intention. (4) Flow experience plays an intermediary role between virtual scene marketing and consumers’ participation intention.

Keywords

Metaverse, Virtual Anchor, Virtual Scene Marketing, Consumers’ Participation Intention, Flow experience

Cite This Paper

Yanbing Liang, Jun Wu. Study on the Influence Mechanism of Metaverse Virtual Live Broadcasting Based on SOR Model on Consumers’ Participation Intention. Academic Journal of Business & Management (2024) Vol. 6, Issue 5: 220-227. https://doi.org/10.25236/AJBM.2024.060530.

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