The Impact of Interpersonal Interactions on Consumer Purchase Intention: A Case Study of “National Pavilions” in Cross-Border Live-Streaming E-Commerce

DOI

10.2991/978-94-6463-742-7_27How to use a DOI?

Keywords

Interpersonal Interaction; Cross-border E-commerce Livestream; National Pavilions

Abstract

With the advancement of globalization and digitalization, cross-border e-commerce livestream commerce, as a prevalent shopping modality, is fundamentally reshaping consumer purchasing behaviors. The insufficient emotional resonance between cross-border e-commerce hosts and consumers, as well as the occurrence of cultural negative transfer, raise questions about how to engage in effective interpersonal interactions with consumers to enhance their purchase intentions. The specific mechanisms underlying these interactions remain unclear. Building on the Stimulus-Organism-Response (SOR) theoretical framework, this paper explores the impact of interpersonal interactions on consumer purchase intention in the context of cross-border livestreaming. And how hosts’ empathic ability and cross-cultural sensitivity promote consumer purchase decisions by reducing psychological distance and establishing rapid relationships. Employing SPSS 25.0 and AMOS 26.0 for empirical analysis, the findings demonstrate that hosts’ empathic competence and intercultural sensitivity significantly affect consumers’ mental distance and swift guanxi formation, thereby exerting substantial influence on purchase intention. This study provides practical guidance for optimizing host training programs, enhancing consumer experience design, formulating targeted marketing strategies, and strengthening corporate competitiveness in the cross-border e-commerce livestream industry.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jun Hou
AU  - Ziyi Bao
AU  - Hai Shen
AU  - Xiaogang Zhao
AU  - Yi wei Dang
PY  - 2025
DA  - 2025/05/31
TI  - The Impact of Interpersonal Interactions on Consumer Purchase Intention: A Case Study of “National Pavilions” in Cross-Border Live-Streaming E-Commerce
BT  - Proceedings of the 2025 4th International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2025)
PB  - Atlantis Press
SP  - 233
EP  - 242
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-742-7_27
DO  - 10.2991/978-94-6463-742-7_27
ID  - Hou2025
ER  -