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Advances in Psychological Science    2019, Vol. 27 Issue (6) : 990-1004     DOI: 10.3724/SP.J.1042.2019.00990
Conceptual Framework |
The effect and mechanism of social presence in live marketing on online herd consumption from behavioral and neurophysiological perspectives
XIE Ying1,LI Chunqing1(),GAO Peng1,LIU Yi2
1 School of Economics and Management, Northwest University, Xi’an, 710027, China;
2 School of Business XI’AN University of Finance and Economics, Xi’an, 710100, China;
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Abstract  

With live marketing as background and based on the analysis of the literature, we introduce social presence and explore the connotation and composition of social presence in live marketing environment. Besides, ground on the theory of conformity consumption, we conduct behavioral tests and probe into the cognitive mechanism of how social presence influences online conformity consumption in live marketing. Furthermore, according to the theory of social presence, this paper discusses the moderating effect of self-construction and tie strength between buyer and network-anchor in this process. Finally, based on the theory of social facilitation, this study explores the emotional mechanism using neuroscience method which has the advantages of objectivity and "process measurement". This research will reveal the effect of social presence on online herd consumption, provide guidance to network-anchor and E-sellers, meanwhile help consumers understand their own behavior better in order to make more rational consumption choices.

Keywords live marketing      online herd consumption      social presence      consumer behavior      neurophysiology     
ZTFLH:  B849  
  F713.55  
Corresponding Authors: Chunqing LI     E-mail: lichunqing@nwu.edu.cn
Issue Date: 24 April 2019
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Ying XIE
Chunqing LI
Peng GAO
Yi LIU
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Ying XIE,Chunqing LI,Peng GAO, et al. The effect and mechanism of social presence in live marketing on online herd consumption from behavioral and neurophysiological perspectives[J]. Advances in Psychological Science, 2019, 27(6): 990-1004.
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http://journal.psych.ac.cn/xlkxjz/EN/10.3724/SP.J.1042.2019.00990     OR     http://journal.psych.ac.cn/xlkxjz/EN/Y2019/V27/I6/990
  
  
  
  
  
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