Effects of Background Fitting of e-Commerce Live Streaming on Consumers' Purchase Intentions: A Cognitive-Affective Perspective.

Combining both SOR theory and cognitive-affective perspective, this study reveals that the internal influence mechanism of background fitting in e-commerce live streaming on consumers' purchase intentions is divided into three stages. Theoretically, this study not only expands the application of SOR theory in the research field of e-commerce live streaming from the perspective of external background stimulation, but also importantly contributes to the application of cognitive-emotional perspective in e-commerce live streaming. Practically, the study suggests optimizing background fitting as an effective way to improve consumer purchase intention in e-commerce live streaming, and it is better to optimize background fitting from the perspective of improving perceived trust, perceived value, and perceived pleasure.