Research On The Influencing Factors Of Consumers’ Purchase Intention Of Live Broadcast E-commerce

"Live broadcast e-commerce",namely "live broadcast + e-commerce",is a new marketing method that some MCN and anchor,who have discovered the potential of live broadcast selling goods,take the lead in combining live broadcast with selling goods.They can obtain network traffic through live broadcast,improve consumers’ shopping experience,and then achieve the purpose of increasing sales.The essence of live e-commerce is the brand’s desire for high commodity conversion rate.Through the form of live broadcasting,the public domain network traffic is introduced into the live broadcasting room to become private domain network traffic,reshaping the "people","goods" and "market",and realizing the ultimate sales purpose.This brand-new way of live e-commerce has just begun.When 5g is widely used,there is an unlimited future.Live e-commerce is likely to become the mainstream of e-commerce channel in the near future.On the basis of literature research,this study takes the live broadcast platform and manufacturer,anchor,product as independent variables,consumer perceived value as intermediary variables,and the purchase intention of live broadcast e-commerce consumers as dependent variables to build a theoretical model of the purchase intention of live broadcast e-commerce consumers,and puts forward hypotheses.Data are collected through questionnaire survey,and the sample data are empirically analyzed by SPSS software.The results show that the research model is reasonable and most of the research hypotheses are valid: there is a significant positive correlation between the anchor and live broadcast platform and the manufacturers and the consumers’ purchase intention of live broadcast e-commerce respectively;The relationship between products and consumers’ perceived value and consumers’ purchase intention is not significant;Consumers’ perceived value plays a mediating role in the influence of anchor,live broadca st platform and manufacturer on consumers’ purchase intention.Finally,according to the research conclusions,seven suggestions for the future marketing direction of live e-commerce are put forward: strengthen the professional training of anchor,increase consumer trust;Encourage the anchor to interact in various ways and actively understand the needs of consumers;Improve the quality of after-sales service,enhance the security and convenience of the platform;Enhance the popularity and credibility of the live broadcast platform,and increase the stickiness of manufacturers and consumers;Setting multiple live scenes to stimulate consumers’ purchase intention;Through emotional and service bonus,enhance the perceived value of consumers.