Research On The Influencing Factors And Relationships Of Users’ Online Purchase Intention In Live Streaming E-commerce

With the development of Internet technology and the upgrading of consumer demand,the form of e-commerce in China continues to innovate.The live streaming ecommerce integrating service and experience has gradually become the main force of network marketing.At the same time,the emerging model is still in the exploratory stage and currently faces some challenges.Also,there are few studies on the influencing factors of users’ online purchase intention in the context of live streaming.Therefore,this study takes the domestic mainstream live streaming e-commerce platform as the research object to explore the influencing factors and mechanism of users’ online purchase intention in live streaming e-commerce.Based on systematic literatures research and grounded theory analysis,the research model on the influencing mechanism of users’ online purchase intention in live streaming e-commerce is constructed according to the S-O-R framework,then the research hypothesizes are proposed and the definitions of the corresponding variants are designed.Meanwhile,using SPSS 19.0 software and Amos 22.0 software to conduct empirical analysis on 410 valid data obtained from formal surveys,including reliability and validity analysis,structural equation model test.The empirical results show that expertise and interactivity of anchor,observational learning and information quality have a positive impact on perceived usefulness.And interactivity of anchor,observational learning and information quality have a positive impact on social presence.Users’ perceived usefulness and social presence play a positive role in promoting online purchase intention.In addition,the fame of the anchor has a significant positive effect on users’ online purchase intention.Based on the final research results,this study summarizes the management implications and proposes specific management suggestions from the perspective of e-commerce enterprise and e-commerce live streaming platform in order to help them manage and operate the ecommerce better.