| With the improvement and upgrade of the Internet,video interaction has become more and more popular among consumers.The merchants have been trying interacting with consumers by webcasting.With the advent of the 5G era,high-definition mobile video,virtual reality(VR),augmented reality,interactive media technology and VR website technology will bring unprecedented visual experience to consumers.The video live broadcast services will bring unlimited benefits to enterprises.The live e-commerce will be a transitional period from the traditional online shopping model to the future new shopping model,which will play an important role in the future development of e-commerce business model.Taobao live broadcast relies on Taobao.com,China's largest online integrated store.Since birth,it has developed rapidly and has a large number of users.It will be of great theoretical and practical significance to study consumer behavior in Taobao live broadcast situation;Cross-border research on consumer behavior in the areas of psychology,marketing and behavioral has become a trend in academy.Taking Taobao live broadcast as an example,this paper takes bigfive factors as independent variables,consumer purchase behavior as the dependent variable,and online interaction as the adjustment variable between big five factors and consumer purchase behavior,so as to study the consumer purchase behavior in the live shopping environment.Personality characteristics are measured by the popular Big Five Personality Scale in the academic world.The Big Five Personality Scale includes five dimensions: conscientiousness,neuroticism,amenity,openness,and extroversion.The most important feature of live e-commerce is that the anchors and users can communicate and interact on related products,so online interaction is measured from two dimensions: interaction between users,interaction between users and merchants.Using SPSS21.0,AMOS22.0 and MPLUS7.0 statistical analysis software for empirical analysis,this paper studies the relationship between personality characteristics and consumer purchasing behavior and the adjustment effect of online interaction in Taobao live environment.After statistical analysis,the following conclusions are drawn: First,under the Taobao live broadcast environment,there is a significant negative relationship between conscientiousness and consumer purchase behavior,that is,the group with higher conscientiousness score is less likely to generate purchase behavior.Second,under the Taobao live broadcast situation,there is a significant positive relationship between neuroticism and consumer purchase behavior,that is,the higher the score of neuroticism,the easier it is to generate purchase behavior.Third,under the Taobao live broadcast situation,there is a significant positive relationship between pleasantness and consumer purchase behavior,that is,the higher the score of pleasant people,the easier it is to generate purchase behavior.Fourth,in the Taobao live broadcast situation,there is a significant positive relationship between openness and consumer purchase behavior,that is,the higher the score of openness,the more likely it is to generate purchase behavior.Fifth,in the Taobao live broadcast situation,there is a significant positive relationship between extroversion and consumer purchase behavior,that is,the higher the extroversion score,the easier it is to generate purchase behavior.Sixth,online interaction has significant positive adjustment effect between extroversion personality characteristics and consumer purchase behavior,and also it has a significant negative effect between conscientiousness personality characteristics and consumer buying behavior.Finally,based on the results of empirical analysis,the following suggestions are proposed:(1)Identify the target group,and understand the influence of the personality characteristics of the target group on its purchasing behavior;(2)Pay attention to the work of market research;(3)Pay attention to online interaction,adopt different interaction strategies on groups with different personality characteristics. |
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