Research On The Purchase Intention Of E-commerce Live Streaming

In recent years,the E-commerce live streaming industry has shown a tendency of explosive development.And it has helped the domestic economy to run smoothly and effectively with its unique "online drainage + physical consumption" mode during the COVID-19.According to extant literatures,we find that the current studies of E-commerce live streaming are still limited to qualitative analysis of its conceptual features,marketing models and development strategies,etc.On the one hand,these studies are lack of supporting evidence from empirical research.On the one hand,they pay little attention to user behavior,especially their purchase behavior.Considering that promoting the purchase behavior of users is the starting point and foothold of Ecommerce live streaming to complete its commercial value,and with the addition that the purchase conversion rate of E-commerce live streaming users is far from satisfactory in the real context,it is particularly important and urgent to conduct an in-depth study on the purchase intention of Ecommerce live streaming users.This study aims to introduce the concept of psychological distance as an intermediary variable to explore how the factors such as product,anchor and situation affect the purchase intention of E-commerce live streaming users,and to clarify the internal path of user's purchase intention.Specifically,this study takes product factors(including product cost performance and product display),anchor factors(including anchor credibility,anchor attraction and similarity between anchor and user)and situational factors(including ease of use of live room and online interaction)as independent variables.And we take psychological distance as mediating variable and purchase intention as dependent variable at the same time.Afterwards,we put forward the research hypothesis and theoretical model on the basis of the correlation of each variable.According to the structural equation model test of 413 valid questionnaire data,the study found that:(1)Product display,anchor credibility,anchor attraction,ease of use of live room,online interaction all have a significant positive impact on the psychological distance of Ecommerce live streaming users;(2)The psychological distance of E-commerce live streaming users has a positive impact on their purchase intention;(3)The mediating effect of psychological distance between product display,anchor credibility,anchor attraction,ease of use of live room,online interaction and purchase intention of E-commerce live streaming users is significant.In view of the research results,this study believes that feasible methods should be taken to narrow the psychological distance of E-commerce live streaming users,therefore,to stimulate their purchase intention,and eventually facilitate the high-quality and sustainable development of E-commerce live streaming industry.Specifically,E-commerce live broadcasting platforms,Ecommerce enterprises,E-commerce anchors and other industry participants should strictly adhere to the product standard,pay attention to the cultivation of anchors and improve the user situational experience.