| In 2019,the Kwai live broadcasting electronic commerce business was developing rapidly.Among them,a large number of live hosts were represented by Simba.The development of Simba live business shows the following characteristics:first,the fast development speed.In a short two years,Simba fans have exceeded 40 million,and the total sales volume has reached 33 billion in 2019,accounting for about 1/3 of the total annual sales volume of the Kwai platform.Secondly,the second characteristic of Simba’s live broadcast is its live broadcast mode of Taobao,which is mainly based on product recommendation and brand promotion.Compared with Taobao’s live broadcast,the Simba live broadcast mainly relies on the strong fan community maintenance,and it has created the selling myth through the "Lao Tie Economy" of Kwai’s unique old fellow’s live broadcast.This paper adopts questionnaires to distribute questionnaires and retrieve data through the quick smart business background.The users of Simba Kwai live are the research subjects.By analyzing the user relationship between users and anchors,the factors affecting users’ actual purchase intention are analyzed from user cognition,user trust and user loyalty.At the same time,in order to better verify the influence of the potential variables that are not easy to measure,this paper introduces the user perceived value as the intermediary variable,establishes the research model combining aarrr and SICAS,and uses the structural equation for attribution.At the same time,the sparse grid algorithm is used for the preliminary conclusion of the study,and the optimization of the regression efficiency makes the quantitative accuracy of this paper significantly improved.Finally,this study concludes that the influence of user trust and user loyalty on user purchase intention is significant.At the same time,the unique fans’ atmosphere in Simba’s live broadcasting room makes its perception of the value of the product itself weak.Kwai Kwai,as the representative of the fast head broadcast live anchor,in the development can be strengthened by anchor,set up a solid fan community ties,emphasizing the sense of belonging to the user collective,continue to create "old fellow iron" symbol properties,to live directly to the user community maintenance.At the same time,we should not neglect the match between price performance and user attributes,and pay attention to the strengthening of the product capability and professionalism of the anchor.Finally,Kwai Kwai Kwai will create a good situation of win-win value for the three party through the positive leadership and positive attributes of the platform,fast platform,fast live broadcast e-commerce anchor and quick live broadcast business users. |
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