| Calls in recent years,broadcast advertising this emerging network marketing gradually become a new form of the spread of brand marketing,during the period of epidemic prevention and control home quarantine,trill platform of electric commercial broadcast advertisement with its own unique advantages for many traditional businesses and shops through online marketing channels,and provided the good foundation of commercial trade digital transformation,It also provides consumers with efficient and convenient channels for consumption and entertainment.However,while bringing huge economic benefits,many business anchors falsely advertise and exaggerate;Improper management and control of service platform and incomplete after-sales guarantee system;The quality of goods varies greatly;The high return rate of products continues to affect consumers' trust in this emerging marketing advertising,and more directly hinder the development of live advertising of Douyin e-commerce.At present,there are few studies on consumer trust mechanism from the perspective of internal elements of online live advertising.Therefore,this paper starts with the interview transcripts of in-depth users of Douyin online advertising and Zukkel's trust mechanism theory,and excavate the thoughts and influencing factors of users' trust generation under online live advertising of Douyin online advertising.The TAM user acceptance model is used to propose a hypothesis based on the trust path and test it.Finally,408 valid experimental data were collected in this study,and SPSS26.0software was imported to conduct reliability and validity test,correlation test,independence test and one-way an OVA on the sample data to determine the stability and consistency of the survey scale.After that,linear regression analysis was conducted on the test factors and conclusions were drawn:(1)In the scenario of tik Tok online live advertising,both the attributes of the recommended products and the purchase process of the live broadcast will have a direct effect on consumers' perceived usefulness to a certain extent,and through the perceived usefulness,trust will promote consumers' purchase intention;(2)Different demographic characteristics have different influences on the trust mechanism of Douyin livestream,but different genders do not have much influence on it.(3)Users care more about the risk perception in the shopping process.(4)Excessive marketing stimulus will have a negative effect on users' perceived usefulness.In view of these research results,the author puts forward the following suggestions for the future development of the interlocking contents,platforms,products and after-sales services in the process of carrying out the online live advertising of Douyin e-commerce.In terms of content governance,attention should be paid to improving the business level of the businesses and anchors related to the online live advertising of Douyin e-commerce.In the aspect of platform governance,we should strengthen the platform governance and upgrade the platform governance system.In commodity management respect should choose product seriously,much supervises,burnish goods quality jointly;In terms of after-sale improvement,consumers' after-sale experience should be guaranteed to improve their recommendation rate. |
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