Abstract
Accompanied by the rapid development of online shopping, e-commerce live streaming has become a new engine of online consumption. Based on SOR theory and utilizing questionnaires, this article examines task-oriented interaction, relationship-oriented interaction, promotional discounts, and promotional time as external stimulus variables in live streaming. Consumers' perceived trust and perceived value are considered intermediate variables. We explored the effects of these factors on consumers' purchase intentions and their mechanisms. The empirical results show that task-oriented interaction, relationship-oriented interaction, promotional discounts, and promotional time significantly and positively affect consumers' perceived value and trust. Perceived value and perceived trust play a partial mediating role in this process. Based on the study's findings, the article suggests strengthening the quality of anchor interaction, formulating appropriate pricing strategies, and utilizing data analysis to implement refined management practices to enhance the effectiveness and competitiveness of the enterprise's e-commerce live streaming.