Influence Of The Interactive Marketing Features On User's Perceptual Attributes In Mobile Live Streaming E-commerce

2016 is generally admitted as the first year to witness the outburst of mobile live streaming.After integrating with all walks of industry,it has raised a fervor of live streaming among the public,demonstrating great prospect.Therein,mobile live streaming e-commerce is a new form of e-commerce that has emerged in recent years,with more interactive,fun and participatory features compared to traditional e-commerce.As an important influencing factor during the process of live streaming,interactive marketing can effectively improve the retention rate and conversion rate of users.With the constant development of live streaming e-commerce,user experience in e-commerce has received increasing attention from both researchers and designers.This study conducted an in-depth analysis of the interactive marketing of mobile live streaming e-commerce by selecting the types and forms of interactive marketing of mobile live e-commerce as the influencing factors and establishing the relationship model between these various variables to study the influence of interactive marketing types and forms of user experience and user attitude.This paper innovatively introduced the concept of user involvement,and the moderating effects of user involvement on interactive marketing and user's perceptual attributes are given particular emphasis during the research.Through the theoretical research,the theoretical model is constructed and hypotheses are obtained.The sample data is obtained through the experimental questionnaire.The data is analyzed through descriptive statistics,analysis of variance,T-test of independent samples and correlation analysis in order to verify the hypotheses.This study found that the types and forms of interactive marketing both have varying degrees of impact on user experience and user attitudes.Among them,the types of interactive marketing have a significant impact on both user experience and user attitude,and the impact of rewarding interactive marketing is more significant than that of functional interactive marketing.As for representation,information guidance has a significant impact on both user experience and user attitude;the amount of guidance has a significant impact on user experience but not on user attitude;scenario and location have no significant impact on user experience or attitude.Moreover,it is found that user involvement has a moderating effect on the relationship between the type of interactive marketing and the perceptual attributes of the user.With a high level of user involvement,functional interactive marketing has a more significant impact on the attributes of user perception than rewarding interactive marketing.While with a low level of user involvement,rewarding interactive marketing has a more significant impact on the attributes of user perception than functional interactive marketing,and the impact of rewarding and functional interactive marketing shows no difference.This paper expands the investigation towards interactive marketing in mobile live streaming e-commerce.The suggested methodology proposed by the research finding has practical meaning in design applications,which grants this research with both academic value and application prospects.