Research On The Influence And Mechanism Of Live Broadcast With Goods On Consumer Psychology And Behavior In The New Media Environment

As human society entersthe era of mobile Internet,new media has taken the mainstream position from the traditional media.Live broadcasting with goods has become a new marketing method,which has a great impact on consumers' purchasing psychology and behavior;Especially in the novel corona-virus pneumonia outbreak and the domestic big cycle stimulation consumption background,the live broadcast with goods has become the new consumption trend.This paper explores the impact of live broadcast with goods on consumer psychology and behavior.In this paper,the impact and mechanism of live delivery on consumer psychology and behavior in the new media environment is taken as the research object,and the theoretical knowledge of social psychology and consumer behavior is applied to explore the impact mechanism of live delivery on consumer psychology in the new media environment.Specifically,this study takes the interactivity,entertainment,content,anchor attraction,trust and fit of live streaming in the new media environment as independent variables,the brand attitude,perceived value and purchase intention of consumers as intermediate variables,and the actual consumption behavior as dependent variable.This paper includes three parts.In Study 1,qualitative interviews were conducted among 33 subjects using the semi-structured interview method to confirm the practical significance and reliability of the theoretical model proposed in this study.In Study 2,509 subjects were surveyed by questionnaire.Structural equation model analysis showed that the fit degree of live broadcast carrying goods in the new media environment had a significant positive impact on brand attitude,perceived value and purchase intention.The content has a significant positive influence on consumers' brand attitude,perceived value and purchase intention.Consumers' perceived value can positively influence their consumption behavior.However,brand attitude and purchase intention have no positive influence on actual consumption behavior.Therefore,perceived value plays an mediating role between the fit degree of live streaming and the content type and consumption behavior.In study 3,the results in study 2 were further verified by simulation experiment.Through the data test of the study,it is found that the fit of live broadcast with goods under the new media environment has a significant impact on the brand attitude,perceived value and purchase intention;Content has a significant positive impact on the brand attitude,perceived value and purchase intention;It is concluded that consumer perceived value can positively affect consumer behavior;However,brand attitude and purchase intention can not have a positive impact on the actual consumption behavior.It shows that in the new media environment,consumers' perceived value is more important.Based on the above research conclusions,this study puts forward some suggestions for the live broadcast merchants in the new media environment,such as hiring high-quality anchor,accurate matching,and improving content.This research is helpful to enrich the research of consumer psychology and behavior in theory;From a practical point of view,it is helpful for enterprises to further change their cognition of consumer psychology,so as to set up marketing strategies more in line with consumer psychology to promote the development of marketing mode.