Research On The Influencing Factors Of Consumers' Purchase Intention In Furniture E-commerce

In recent years,e-commerce live broadcast has developed rapidly,which brings new opportunities for online sales of various products.Many furniture brands have begun to try the marketing mode of e-commerce live broadcast under the influence of epidemic situation.However,there are still many problems such as low user stickiness,serious homogeneity and difficult consumption transformation.Compared with offline consumption environment and traditional e-commerce mode,the shopping psychology and behavior of consumers have changed in the live scene of furniture e-commerce.The previous research results of furniture consumption behavior are difficult to be directly applied in the new situation.Therefore,this paper will study the factors that affect consumers' purchasing intention and their internal influence path in the context of live broadcast of furniture e-commerce,in order to enrich the theoretical results of the field of live broadcast of furniture e-commerce,and provide effective suggestions for furniture enterprises to better carry out e-commerce live broadcast marketing.This research first systematically combs the research results on e-commerce live broadcast,online purchase intention,furniture consumption behavior and consumer information acceptance model.Then,based on the theoretical framework of stimulation organism response,the paper proposes the specialty of host broadcast from three aspects: live broadcast of furniture e-commerce,live broadcast scene of furniture e-commerce and furniture products There are nine stimulus variables,including the consistency of host and broadcast,the interaction of host and broadcast,entertainment,preferential,commodity display,information quality,furniture product quality and furniture product appearance.Taking the perceived value and trust of consumers as the body variable,the consumer purchase intention is regarded as the reaction variable to construct the influence model of consumers' purchase intention in the live broadcast situation of furniture e-commerce.Based on the concept model,the research hypothesis is put forward.Combining with the previous mature scale and root analysis results,the measurement scale is designed.394 valid questionnaire data obtained from formal investigation are analyzed by reliability and validity analysis,path analysis and intermediary effect test to verify the rationality and effectiveness of the model and the fake.The empirical results show that: in the live broadcast of furniture e-commerce,the professional,interactive,entertainment,preferential,commodity display,information quality,furniture product quality and furniture product appearance have significant positive effects on consumers' perceived value,while the influence of host broadcast consistency on consumers' perceived value is not significant;The professional,consistent,interactive,information quality,furniture product quality and appearance of furniture products have significant positive effects on consumer trust,while entertainment and preferential effect on consumer trust are not significant;Perceived value and trust have a significant positive impact on consumers' purchasing intention,and play a significant intermediary role between the variables with the above-mentioned influence relationship and purchase willingness.According to the empirical analysis results,the paper summarizes the practical enlightenment to the live broadcast of furniture e-commerce from the three aspects of the live broadcast of furniture,the live scene of furniture and furniture products.This paper,combined with qualitative research and quantitative research methods,broadens the thinking of consumers' shopping psychology and behavior in the live broadcast of furniture e-commerce,which is helpful for furniture enterprises to better operate and manage live video of e-commerce.