Research On Consumer Purchase Intention In The Context Of E-commerce Live Broadcast

With the continuous development of the Internet and e-commerce,the consumption method of online shopping is deeply integrated into people's daily life.In recent years,in order to meet the diversified needs of users,major e-commerce platforms are looking for innovation to solve the bottleneck of traffic shortage.The form of e-commerce live broadcast provides consumers with a more intuitive and vivid shopping experience,and the total transaction volume continues to increase,gradually becoming a new growth engine for e-commerce platforms.According to iResearch data,the total scale of China's e-commerce live broadcast industry has reached 433.8 billion yuan in 2019,and it is expected to double in size by 2020.This study uses empirical research methods.Through reviews and summarizes the previous research results and the current status of e-commerce live broadcast development,extracts the factors that affect consumer purchase intention under the e-commerce live broadcast scenario,and uses the theory of stimulus-body-response(SOR)model and perceived value.On the basis of E-commerce,a consumer purchase intention model in the context of e-commerce live broadcast is established.Interactions,preferential promotions,entertainment,high-quality content,and opinion leaders are used as antecedent variables,body responses such as trust,perceived functional value,and perceived emotional value are used as intermediate variables,and purchase intention is used as a result variable.Assume that each of the five antecedent variables positively affects three intermediate variables,and each of the three intermediate variables positively affects the outcome variable.Therefore,on the basis of the previous maturity scale,a measurement scale for this study was designed,and 342 questionnaires were collected through a questionnaire survey.The results were analyzed by SPSS27.0 and AMO27.0.,Validity,structural equation model test,the following research results are obtained:First,the three antecedent variables of high-quality content,opinion leaders,and entertainment positively affect trust,perceived functional value,and perceived emotional value,and the degree of influence is very significant.That is,the higher the quality of e-commerce live content,the stronger the ability of opinion leaders and anchors,the more entertaining the live broadcast,and the stronger the consumer's trust,perceived functional value,and perceived emotional value.Second,interactivity positively affects the value of trust and perceived functions,that is,the stronger the interactivity between e-commerce live broadcasts,the stronger the value of consumer trust and perceived functions.Preferential promotion negatively affects trust and perceived emotional value,that is,the stronger the promotion of the e-commerce live broadcast,the weaker the consumer trust and perceived functional value.Preferential promotions directly affect purchase intention without passing through intermediate variables,so preferential promotions may cause consumers to have impulse purchase behavior.Third,neither interactivity nor promotional offers have anything to do with perceived emotional value.The reason for analysis is that the interaction in the e-commerce live room is more focused on product functions,and consumers more perceive the functional value of the product rather than the emotional value.In addition,not all consumers are willing to participate in the interaction between live broadcasts,so not all consumers can perceive emotional value in the interaction between live broadcasts.For preferential promotions,consumers are more excited and happy about low prices and preferential stimuli,rather than producing emotional value for the product itself.Fourth,trust,perceived functional value,and perceived emotional value all positively affect purchase willingness.That is,the more consumers trust the product,the stronger the perceived functional and emotional value,the stronger the willingness to buyBased on the above research conclusions,this research proposes the following suggestions to merchants and brands on the e-commerce live broadcast platform:efficient and interactive display of products and continuous output of high-quality content;exerting the influence of anchors to create "star" anchors;innovative live broadcast gameplay to attract attention Retention;grasp the strength of preferential promotions and pay attention to product quality;accept internal and external supervision to enhance consumer trust;clarify selection standards to ensure product quality in the live broadcast room.