Man Deng, Pei Deng, Baike Chen, Qirong Liang, Gaoxu Deng
Communication University of China, Beijing 100024, China
China has set a five-year transition period after the 2020 poverty reduction target is completed. The theme is "Comprehensively Promoting Rural Revitalization and Accelerating Agricultural and Rural Modernization". The initiative aims to consolidate and expand the progress made in poverty alleviation and rural revitalization. Some places began to build a new form of "live streaming e-commerce", bringing goods for rural specialty live streaming e-commerce. Based on the TikTok platform, this paper studies the consumption phenomenon of live streaming e-commerce to help farmers. Aiming at the problem of internet celebrity live streaming e-commerce to help farmers. In this study, SOR model (stimulus-organism-response) was introduced. Modeling is carried out from five aspects of external cognitive value (visibility, professionalism, matching degree, product, quality, and service). At the same time, three variables of internal emotional attitude (trust, satisfaction) and consumption behavior intention were set up. It divides into three latitudes and three levels, which are external cognition, affective attitude, and behavioral intention. Based on this, the corresponding measurement indexes are constructed.
live streaming e-commerce, SOR model, AMOS path coefficient test
Man Deng, Pei Deng, Baike Chen, Qirong Liang, Gaoxu Deng. Research on Tik Tok platform live streaming e-commerce to help rural revitalization based on SOR model. Academic Journal of Business & Management (2021) Vol. 3, Issue 6: 91-94. https://doi.org/10.25236/AJBM.2021.030614.
 Fan Rong-shou. [The Relationship between Customer Value and Customer Satisfication and Customer Loyalty in the Context of Online Consumption] [D]. Hangzhou Normal University, 2012. (In Chinese)
 Chu Tan Ming. [Research on consumers' willingness to choose online shopping channels based on SOR theory] [D]. Beijing University of Posts and Telecommunications, 2018. (In Chinese)
 Zhou Tao, Chen Kexin. [Research on the mechanism of social business user behavior based on SOR model] [J]. Modern Intelligence, 2018, 38(03): 51-57. (In Chinese)
 Deng Weihua, Yi Ming. [Research on the adoption mechanism of online users' additional comment information based on SOR model] [J]. Library Theory and Practice, 2018(08): 33-39+56. (In Chinese)