Analysis Of Factors That E-commerce Live Broadcast Variety Show Influence On Audience's Purchase Intention

As a real-time interactive marketing model and shopping method,e-commerce live broadcast has always been a hot research topic in academic circles.Since the first year of e-commerce live broadcast in 2019,with the strong support of the official mainstream media for live broadcast to help farmers and public welfare delivery,live broadcast delivery has gradually become a popular online shopping method for consumers.However,after the initial savage growth of e-commerce live broadcast,it gradually exposed the problems of low content quality and poor e-commerce service level.Faced with this dilemma,the combination of brand e-commerce and PGC content promotes the development of e-commerce live broadcasts in the direction of variety shows.Many scholars have conducted quantitative research on e-commerce live broadcasts before,and most of them focus on consumers' willingness,while the research on e-commerce live broadcast variety shows is still at the qualitative level.Quantitative research on live variety shows.In order to study the influence of e-commerce live broadcast variety show on audience's purchase intention,the literature research method was used to sort out previous researches on e-commerce live broadcast variety show,and based on previous literature,the content attributes and e-commerce services of e-commerce live broadcast variety show were proposed.Level two independent variables,and conduct in-depth interviews on this basis.After analyzing the interview data,four dimensions of the content attributes of variety shows are extracted,namely authenticity,interactivity,topicality,and entertainment.Based on the theories of trust?communication rituals and SOR,my research uses trust and ritual sense as mediating variables,proposes hypotheses,builds models,designs and distributes questionnaires,and finally conducts data analysis on the returned questionnaires.After the reliability and validity analysis of the variables,through correlation analysis and regression analysis,it was found that authenticity,topicality,entertainment,and e-commerce service level positively affect trust;authenticity,interaction,topicality,and entertainment positively affect rituals Trust and ritual sense positively affect purchase intention,and trust plays a mediating role among authenticity,interaction,topicality,entertainment,e-commerce service level and purchase intention;ritual sense has a positive effect on authenticity,interaction,topicality,and entertainment.play a mediating role with purchase intention.According to the verified conclusions,this paper puts forward suggestions for the future e-commerce live broadcast variety show from five aspects: realism,interactivity,topicality,entertainment and e-commerce service level.