Research On The Influence Of Live Broadcast E-commerce’s Characteristics On Consumers’ Good Shopping Decisions

With the development of e-commerce and the widespread popularization and application of the Internet,Live broadcast e-commerce has become an important retail e-commerce model."Webcasting + e-commerce shopping" has become a new driving force for the growth of current online consumption,especially the development of the "stay-at-home economy" caused by the COVID-19 in 2020,making Live broadcast e-commerce become a new outlet for the development of the e-commerce market.The Live broadcast e-commerce is to combine live video experience with online shopping experience.By providing consumers with video content related to commodities,it affects their purchasing decisions and promotes the completion of transactions between buyers and sellers.At present,there are numerous studies on the development motives,models,and influencing factors of Live broadcast e-commerce,but as an emerging branch of traditional e-commerce,the academic community lacks in-depth analysis and discussion on its overall characteristics.Therefore,it is necessary to study the influence of Live broadcast e-commerce’s characteristics on consumers’ decision-making behavior.Based on the Stimulus-Organism-Response(S-O-R)theory,this paper takes Live broadcast e-commerce’s Characteristics as an antecedent variable,and further explores the path that affects consumers’ “good shopping decisions”.First of all,by consulting a large number of relevant documents,the characteristics of e-commerce live broadcast have been sorted out,and five characteristics of personalization,interactivity,authenticity,entertainment,and economy have been extracted.Secondly,it systematically sorts out and summarizes related theories such as pleasure,perceived value,"good shopping decisions",etc.,and based on the S-O-R related theory,research hypotheses are proposed and theoretical models are constructed.Then,learn from domestic and foreign mature scales,collect relevant data on the characteristics of e-commerce live broadcast and its impact through questionnaire surveys,and use SPSS and AMOS software to conduct statistical analysis,and draw the following conclusions:The personalization,interactivity,authenticity,entertainment,and economy of Live broadcast e-commerce have a significant positive impact on consumers’ sense of pleasure;personalization,authenticity,and entertainment have a significant positive impact on consumers’ perceived value;pleasure and perceived value have a significant positive impact on consumers’ "good shopping decisions".Based on the research conclusions,corresponding management suggestions are put forward for the five characteristics of live broadcast e-commerce,and further use typical cases to verify the rationality of the recommendations,in order to help enterprises improve consumers’ pleasure and perceived value through the characteristics of live broadcast e-commerce,and then promote the occurrence of more consumers’ "good shopping decisions".