Research On The Impact Of Environmental Cues On Consumers' Purchase Intention Of E-commerce Live Broadcast Platforms

Since the spread of the epidemic,the development of offline economy has been hindered,leading to many industries start to make efforts online,and the development of online economy has led to great changes in the social and economic fields.The field of e-commerce live broadcast arises at the historic moment.Different from the traditional sales model,e-commerce sales model creates huge economic value in a short time through face-to-face and one-to-many live broadcast model.A large number of e-commerce broadcast rooms have also emerged,such as the representative of Li Jiaqi,Weiya broadcast room.At present,the online sales development of e-commerce platforms has been relatively mature and perfect.Why do e-commerce live broadcasting platforms stand out from them? E-commerce live streaming platforms can create huge economic benefits in just a few hours.What is the driving mechanism behind consumers' purchasing behavior? Does this live broadcast platform have features that are different from the previous e-commerce platforms so that consumers are more likely to have purchase intentions? What is the influence mechanism of this feature of e-commerce live shopping on consumers' purchasing behavior? What role does the sense of presence that consumers experience when watching a live stream play in this? What preferences do different consumers have for this interaction and purchase behavior?Through the review of domestic and foreign literatures,the author finds that there are abundant cases and mature practical applications related to interactivity and buying behavior at present.However,there is a lack of research on the new e-commerce live broadcasting field,and there is relatively insufficient research on the mediating effect of tele-presence in the e-commerce live broadcasting field.Therefore,this dissertation focuses on the field of e-commerce live broadcasting,studies the factors that influence the interaction of three parties(consumers,platforms and sellers)on consumers' purchase intention,introduces the sense of presence as a mediating variable,and investigates the moderating effect of self-consistency.This study selected the current e-commerce live-streaming with goods behavior to conduct an investigation,and selected representative Internet marketers such as Li Jiaqi,Weiya as the seller representatives in the questionnaire.362 valid questionnaires were collected and analyzed with SPSS25.0.The results show that:(1)The interactivity and vividness of e-commerce live broadcast can well mobilize the generation of consumers' purchasing intention.(2)Both spatial presence and social presence play a good mediating role.(3)In the moderating effect of self-congruence on spatial and social presence,social presence was significant,but spatial presence was not.The empirical results of this study enriched the past live on electricity shopping scenario,to study the influence of consumer buying behavior,but also for electricity in the marketing business live company provides the feasibility of specific guidance,such as more prior to broadcast propaganda,mining live theme,enhance customer interaction between the anchor and vitality.At the same time,it is of great significance for the development of enterprise live broadcasting to strengthen the scene layout and platform fluency test to achieve convenient interaction and enhance the sense of spatial presence and social presence.