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.

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.

[1] Lin, Y. H., & Zhu, L. P. (2022). Research on Brand Scene Marketing Communication Strategy under the Metaverse Background. National Distribution Economy, (5), 40-42. DOI:10.16834/j.cnki.issn1009-5292.2022.05.046.

[2] Zheng, R. R., Ye, C. Z., & Li, L. L. (2022). The Impact of Tourism Live Streaming Interactivity on Tourist Consumer Participation Intention: The Mediating Role of Spatial Presence and Flow Experience. Xinjiang Farming and Economy, (4), 82-92.

[3] Liu, F. J., Meng, L., & Chen, S. Y. (2020). The Impact of Internet Celebrities’ Live Streaming on Consumer Purchase Intention and Its Mechanism Research. Journal of Management, 17(1), 94-104.

[4] Han, X. Y., & Xu, Z. L. (2020). The Influence of E-commerce Live Streamer Attributes on Consumer Online Purchase Intention: A Study Based on Grounded Theory Method. Foreign Economics & Management, 42(10), 62-75.

[5] Wang, L. Y., & Jin, Y. S. (2024). Research on the Influence Mechanism of Internet Celebrities’ Live Streaming on Consumer Purchase Intention. Business Economy, (2), 88-92. DOI:10.19905/j.cnki.syjj1982.2024.02.017.

[6] Qiao, X. N. (2024). The Impact of Short Video Marketing Strategy on Consumer Food Purchase Intention. China Food Industry, (2), 46-48.

[7] Qin, Y. (2022). Virtual Body and Symbolic Consumption: A Study on the Interaction of Virtual Anchors in Live Streaming. New Media Research, 8(2), 39-44.

[8] Park, M., & Yoo, J. (2020). Effects of Perceived Interactivity of Augmented Reality on Consumer Responses: A Mental Imagery Perspective. Journal of Retailing and Consumer Services, 52, 101912.

[9] Kim, J., Kang, S., & Bae, J. (2022). Human Likeness and Attachment Effect on the Perceived Interactivity of AI Speakers. Journal of Business Research, 144, 797-804.

[10] Xie, Y., Cui, F., & Gao, P. (2021). The Impact of Co-presence and Social Presence on Conformist Consumption in the Context of Online Live Streaming. Business Economics and Management, (2), 68-79.

[11] Schuetzer, R. M., Grimes, G. M., & Giboney, J. S. (2020). The Impact of Chatbot Conversational Skill on Engagement and Perceived Humanness. Journal of Management Information Systems, 37(3), 875-900.