Research On Users' Behavioral Motivation Of E-Commerce Livestreaming Platform

In recent years,with the continuous development of Internet technology and new media,e-commerce live broadcasting has rapidly set off a new consumption trend with the emerging shopping model of "e-commerce + livestreaming".As the first year of e-commerce livestreaming in 2019,the scale of the e-commerce livestreaming industry has rapidly expanded,and major livestreaming platforms have achieved one sales miracle after another.Therefore,in the face of such a hot development trend,the motivation for people to use has become a hot topic of general concern.This study takes the behavioral motivation of e-commerce livestreaming users as the core issue.First of all,the author collected a large amount of original data using in Depth interview,and formed text materials that can be used in coding software through a voice transcription platform.Secondly,on the basis of the text material,the author uses the Three-level Coding System of the Grounded theory to extract and summarize concepts and categories from bottom to top.Through the comparison of the logical relationships between the categories,the author focuses on the story line of "motivations of e-commerce livestreaming users ' behavior",establishing the corresponding structural relationship and preliminary theoretical model.Afterwards,with the theoretical model obtained from the research,the author analyzed and explained the motivational factors in the model with the materials from the interview.The study found that the factors that affect the behavioral motivation of e-commerce livestreaming users can be divided into five dimensions: external incentives,internal motivation,individual psychological factors,supply-side factors,and evaluation feedback.As stimulus,external incentives and internal motivation demand induce users to use behaviors,which play direct and indirect driving factors respectively;individual psychological factors and supply-side factors determine the degree of users ' interaction in the use behavior,and individuals are affected by psychological factors and supply-side factors.The greater the psychological factors and the supply side factors,the more likely the individual interaction and purchase behavior.The positive or the negative directions of evaluation feedback play an important role in whether the user starts a new round of use behavior.Positive experience and evaluation will strengthen the user's motivation,and negative is on the contrary.This research has the following innovations: First,this research finally formed a theoretical model,which has the innovative significance of model construction.Second,through in-depth interviews,this research has obtained a large amount of real and fresh first-hand information.Third,this research combines theories in communication,Consumer behavior,and motivational psychology to conduct interdisciplinary analysis,which enriches and expands the application of theories to a certain extent.