Research On The Influence Of Cosmetics Opinion Leaders On Impulsive Purchase Intention In E-commerce Live Broadcasting Platform

Since the outbreak of the epidemic,while the physical industry has been hit,the development of online industries such as e-commerce live broadcast has ushered in huge opportunities and entered a new e-commerce era.As a new interactive form of "social + e-commerce",e-commerce live broadcast has the characteristics of real-time sharing and strong interaction,and it continues to play a key role in promoting the development of business operations and the prosperity of the network economy.The vigorous development of the Internet and big data technology has led to the rapid rise of live broadcast platforms,and the number of live broadcast users has also continued to rise.In the field of cosmetics,more and more opinion leaders are gradually becoming active in the public’s field of vision and output through various forms,who have become an important bridge between the brand and consumers.This research defines the concepts of e-commerce live broadcast,cosmetics opinion leaders,flow experience,impulse purchase intention and perceived risk,and analyzes their measurement dimensions and application.Focusing on the relevant characteristics of opinion leaders and e-commerce live broadcast scenarios,this research uses the SOR model,rational behavior theory and information adoption model as the theoretical basis,and proposes related hypotheses.Based on the atmosphere of the cosmetics e-commerce live broadcast scene and the characteristics of online shopping,the homogeneity,professionalism and interactivity of opinion leaders are used as independent variables,pleasure and concentration are used as intermediary variables,perceived risk is the moderating variable,and the concept of the influence of cosmetics opinion leaders on impulsive purchase intentions is constructed Model,in order to promote the innovation of the development model of the e-commerce live broadcast industry and increase customer stickiness.This research selects Taobao live broadcast users as the research object,collects and organizes relevant information from on-site interviews,online and offline questionnaires,and retrieves a total of 381 valid samples.Use SPSS 22.0software to carry out sample characteristics,descriptive statistical analysis,correlation test,reliability and validity analysis to test the scientificity and rationality of the questionnaire.By constructing a structural equation model,with the help of tools such as Smart PLS 3.3.3 and Process v3.4,the main effect path analysis,the mediation analysis of the flow experience,and the adjustment effect test of the perceived risk are carried out.The results show that the homogeneity,professionalism and interactivity of cosmetics opinion leaders significantly positively influence the impulse purchase intention,and the homogeneity and interactivity of cosmetics opinion leaders have a significant positive impact on flow experience,and indirectly affects impulsive purchase intention under the mediating effect of flow experience.The professionalism of cosmetics opinion leaders has a significant positive impact on pleasure,and indirectly affects impulsive purchase intention under the mediating effect of pleasure,but the effect on concentration is not significant.Perceived risk plays a negative regulatory role between concentration and impulsive purchase intention,but the regulatory effect between pleasure and impulsive purchase intention is not significant.Finally,this research conducts in-depth discussions on the results of the empirical analysis,and proposes management recommendations from the three e-commerce live broadcast platforms,perspectives of opinion leaders,and brand owners.The research on the new situation facing the field of e-commerce live broadcast provides research ideas and methodological references.