A Study On The Influence Mechanism Of Consumers' Purchase Intention Under The Background Of Live E-Commerce

While live e-commerce leads the new trend of consumption,there are also many industry chaos,Consumers' overall satisfaction with the industry needs to be improved.How to maintain the vitality of live e-commerce industry for a long time is worth thinking about.Consumers' purchase behavior is one of the driving forces for the development of live e-commerce industry.This paper explores the influence mechanism of consumers' purchase intention under the background of live e-commerce to make a breakthrough.The focus of this study is: First,what are the influencing factors of consumers' purchase intention in this context? Second,how do these factors affect consumers? Third,what is the relationship between the factors?Fourth,how to improve consumers' purchase intention according to the effect of different influencing factors.The theoretical significance of the research is to build a mechanism model of consumers' purchase intention that fits the background of live e-commerce,to enrich the related research of live e-commerce,and at the same time,make a pioneering application of the influencing factors and theoretical model of consumers' purchase intention in previous research.The practical significance lies in that the feasibility suggestions based on the research conclusions can help businesses maximize their interests while improving consumers' shopping experience,and ultimately promote the long-term development of live e-commerce industry.Through literature review and interview survey,this study adopts SOR model to refine the influencing factors of purchase intention from three dimensions of people(reference group,perceived risk and perceived value),products(product information,preferential promotion)and live atmosphere(entertainment,interactivity and time pressure).In order to divide these influencing factors into different levels,Perceived risk and perceived value are regarded as O variables,and other factors as S variables,also purchase intention is regarded as the R variable.On this basis,the questionnaire was developed,and the questionnaire was pre/formally distributed and collected through the data survey platform Credamo.The statistical analysis software SPSS and Amos are used for analysis.This paper focuses on the current hot topics,and integrates the SOR model,reference group,time pressure,perceived risk and perceived value theory.It first introduces the reference group factors,constructs a more comprehensive mechanism model of consumers' purchase intention under the background of live e-commerce,and deeply analyzes the relationship between S variables and O variables?S variables/O variables and purchase intention.The relationship between perceived value and perceived risk under the background of live e-commerce is discussed for the first time.Finally,the study confirmed that reference group,product information,preferential promotion,entertainment and time pressure all have significant negative effects on perceived risk and significant positive effects on perceived value,and have an impact on purchase intention through multiple mediating paths of perceived risk and perceived value.Perceived risk and perceived value have significant negative and positive effects on purchase intention,respectively.Perceived risk also has a significant mediating effect between perceived value and purchase intention.Furthermore,the order of the antecedents of perceived risk,perceived value and purchase intention and the order of the mediating path effects of S variables on purchase intention are analyzed.Finally,on this basis,practical suggestions are proposed from the perspectives of enhancing S variables and perceived value and reducing perceived risk.