Research On The Influence Factors Of E-Commerce Live Broadcast On Consumers' Purchase Intention

Relying on the "thousand broadcast war" in the live broadcasting industry,the mode of "live +" has been constantly explored,and the live broadcasting form of e-commerce + live broadcasting has begun to emerge.In 2016,Taobao officially launched Taobao live broadcast,targeting at consumer live broadcast.Taobao consumers can learn more about the products by watching the live broadcast,and buy while watching.The product types mainly include beauty makeup,clothing,jewelry,mother and baby,etc.In 2018,Taobao's live broadcast business showed explosive growth,with a year-on-year growth rate of nearly 400%,and the live broadcast platform brought 100 billion yuan of goods.The platform's stable traffic and sales volume of goods brought by e-commerce live broadcast are growing continuously,and there is still room for development and progress in the future.Based on the S-O-R theoretical model,combined with the characteristics of e-commerce live broadcast,this study puts forward five stimulating variables from two aspects of product content quality,price preference,entertainment,attraction and popularity,taking consumer perceived value and perceived risk as intermediary variables to construct Build an impact model of e-commerce live broadcast on consumers' purchase intention.Through questionnaire survey and empirical research on sample data,empirical results show that product content quality,price preference,entertainment,attractiveness,popularity have a positive impact on consumers' purchase intention through the impact of perceived value,which has an intermediary role.At the same time,in e-commerce live broadcast,consumers' perceived risk has no significant relationship with product content quality,entertainment,attraction,popularity,perceived value and purchase intention.