A Stimulus-Organism-Response (S-O-R) Framework for Live Streaming Commerce with a Socio-Technical Perspective

This study exploits the bibliometric map of the research fields of e-commerce to guide the theoretical framework development of consumers behaving in the live-streaming e-commerce situations. The analysis is based on the data collected from the current customers of Tao Bao, JD.com, Mushroom Street, Little Red Book, JumeiYoupin, and other platforms. With an abstract base of 2,000 articles, the bibliometric map illuminates various critical success factors and knowledge fields that thrust e-commerce towards success. A focused deduction leads to a theoretical concept that shares the structure of the stimulus-organismresponse (SO-R) theory of consumer behaviors, and there are social and technical domains of stimulus. The social stimuli include social influence, interaction, personal innovativeness, impulsive buying tendency, and vicarious learning. The unified theory of acceptance and use of technology, theory of reasoned activities, theory of planned behavior, S-O-R theory, and IS (information system) success model inspire understanding of social and technical factors. Methodically, a multilayered perceptron-neural network (MLP-NN) illustrates its utility to generate the knowledge base to guide structural equation modeling (SEM) analysis configuration. The overall results lead to some significant theoretical and practical implications, for instance, the endogenous and exogenous attention of social stimuli, the trust and boredom-transformable social values, and enjoyment to influence flow experience states of consumers in live streaming commerce