Research On The Influencing Factors Of Users' Purchase Intention In Ecommerce Live Broadcast

E-commerce live broadcast direct selling has been developing rapidly since 2019.Taobao,jitter and fast tiktok sold three GMV live products to 440 billion yuan.In 2020,due to the outbreak of the epidemic,the number of people watching the live broadcast at home increased,and the sales volume of the whole live platform of the live broadcast was increasing exponentially.At present,e-commerce live broadcasting has become a new format,which has been listed in the occupation catalogue of the Ministry of human resources and social security.As an innovative thing,how live shopping spread from the behavior of small groups to the current national action,why more and more people began to buy through e-commerce live.From the perspective of communication,this paper takes the theory of diffusion of innovation as the main framework,combining marketing and psychology,taking Taobao live broadcast as an example,and comprehensively analyzes what factors affect the audience's purchase intention.Based on the experience of Alibaba and related theoretical literature,this paper proposes four independent variables that may affect the user's purchase intention: the image of the host,the demand of goods,the stimulation of promotion,the degree of trust and two intermediate variables: perceived entertainment value and perceived utility value,to verify the relationship with the result variable,the willingness to buy live broadcast.After the invalid data is removed,the author tests the trust and validity of the relevant variables,regression analysis and correlation analysis.Finally,through data analysis,it is concluded that commodity demand,promotion stimulation and trust level show a significant positive correlation with perceived utility value;sales promotion and trust level have a positive correlation with perceived entertainment value;perceived entertainment and useful value produce positive role to purchase intention.Finally,based on the results of the data and the experience gained from the work of the platform,the paper puts forward some suggestions for the direct seeding practitioners,direct seeding merchants and fans of the electricity supplier.At the same time,it forecasts the future development trend of the current live broadcast industry.