Research On The Impact Of Commodity Display On Decision-making Confidence In Live Shopping

With the improvement and popularization of Internet technology,online shopping has become an important way for Chinese residents to shop.While online shopping brings great convenience to consumers,consumers can not contact the goods directly with restrictions of the time and space,which leads to consumers not fully understand the product information.The lack of information leads to a decline in consumer confidence in decision-making,which in turn has a negative impact on businesses and consumers.In order to solve the problem of insufficient confidence in decision-making,online merchants often enrich the relevant information of products through pictures,texts,etc.,and consumers also obtain information through these display channels as much as possible.However,compared with real shopping,there is still a gap between the quantity and quality of information that can be provided.The emergence of live shopping has made a qualitative leap in the form of merchandise display..With its high vividness and interactivity level,consumers can produce a rich tactile experience similar to the offline shopping environment and obtain more factual product information..This thesis takes live shopping at the research background,and starts from the perspective of commodity display to explore the role played by the functional characteristics of live broadcast products in influencing consumers' confidence in decision-making.This study finds out the previous literature on the online display of online products.Most of the existing literature are related to the research of two-dimensional image display.There are few researches on dynamic product display,and live broadcast as an emerging online product display method is improving consumption.There are a greater advantage in shopping experience and confidence in purchasing decisions.Therefore,based on the empirical research method,based on multi-sensory interaction and integration theory,embodied imitation theory and SOR theory,this thesis introduces virtual tactile as a mediator variable,and proposes the research model and hypothesis of this thesis,through SPSS 22.0 and SMARTPLS 3.0 data processing software.Questionnaire statistics were analyzed.According to the data analysis results,the model and research hypothesis are verified,and the conclusions of this thesis are summarized,and some management and practical opinions are proposed for the conscious development of e-commerce enterprises in the future.Finally,it wishes to point out the shortcomings in the research process and proposes possible future research directions.The results of this thesis show that: First,the two functional characteristics of live commercial display-vividness and interactivity-have a significant impact on consumers' decision-making confidence by influencing consumers' virtual touch,in which virtual touch is played in this influence relationship.Partial mediation.Secondly,through data,it is found that the interactive nature of live-product display has a greater impact on the virtual touch of consumers than the vivid features.Finally,consumer's personal representative ability significantly positively adjusts the impact of the functional characteristics of the live-selling product display on the virtual touch.When the consumer's representation ability is high,the effect of the live product display functional feature on the virtual touch is enhanced;When the consumer's ability to represent is low,the impact of the functional characteristics of the live-product display on the virtual touch is diminished.This thesis has the following innovations: On the one hand,the innovation of research perspective,this thesis takes live shopping as the research background,the existing research mostly studies from the characteristics of live shopping and the sense of presence,and the biggest difference between live shopping and traditional online shopping.The first is the breakthrough in the display method.Therefore,the analysis of live shopping from the perspective of online merchandise display is one of the innovations of this thesis.On the other hand,the innovation of research model:(1)This thesis introduces virtual tactile as a mediator variable,ie The virtual touch sense mediates the functional characteristics of live broadcast products and the confidence of consumers in decision-making,enriching the application of relevant theories such as multi-sensory interaction and integration.(2)This study introduces the ability of representation as a regulatory variable to adjust the effect of functional features of live commercial products on the virtual touch.Representational power is closely related to the sensory experience and cognition of consumers,so this article is more rigorous as a regulatory variable.