Research On The Influencing Factors Of Douyin’s Live Broadcast Marketing On Users’ Purchase Intention

With the integration of live broadcast technology into the e-commerce industry,the myth of making wealth through live broadcasts is constantly being refreshed.In addition,the decentralized content recommendation mechanism of Douyin has made ordinary people ignite the dream of getting rich overnight.The repeated outbreak of the new crown epidemic has made more people choose the live broadcast marketing industry,and live broadcast shopping has gradually become a new fashion leading entertainment consumption.Behind the rapid development and changes of the live broadcast marketing industry,many industry chaos has gradually emerged.How to continue and healthy development of the live broadcast marketing industry has attracted the attention and concern of the academic circles.At present,the research on the live broadcast marketing industry mainly focuses on the discussion and research of the live broadcast mode,platform development,problem chaos and marketing strategy.There is less research on the deconstruction of live broadcast marketing from the perspective of communication and its combination with users’ purchase intention.The key to the effect of live broadcast marketing depends on users’ purchase intention and conversion rate.It is socially meaningful to study purchase intention from the perspective of communication.Based on the theory of communication effect,this study studies and analyzes the factors affecting users’ purchase intention from the perspective of live broadcast marketing symbol coding,explores the role of each influencing factor on users’ purchase intention,and then proposes constructive strategies based on the research conclusions.With the help of empirical research and analysis methods,the study observes Douyin live broadcast marketing with communication theory,and studies the influencing factors of users’ purchase intention.Based on the stimulus-organism-response(S-O-R)model,combined with the coding and decoding theory,the use and satisfaction theory,the interactive ritual chain theory,psychomarketing,and perceived value theory are comprehensively considered to reconstruct the user’s purchase intention influence model.The research results are sorted out and the current situation of Douyin live broadcast marketing is reviewed and summarized,and the live broadcast marketing media symbols composed of people and goods are coded as the source,and various encoded information is transmitted to users through the live broadcast marketing platform to improve users’ purchase intention.The study extracted six dimensions as independent variables for in-depth research and analysis through text analysis and a survey on the current situation of Douyin live broadcast marketing.The six information stimuli points of the immersion dimension are used as the antecedent variables of the source.According to the existing literature on purchase intention,the three dimensions of perceived value,emotion and trust are used as intermediate variables,and purchase intention is used as the outcome variable.The questionnaire was designed according to the mature scale,and the samples were distributed and collected.A total of 428 sample questionnaires were collected.Through SPSS25.0 statistical analysis software,the relationship between the antecedent variables,intermediate variables and outcome variables was discussed in depth.The research finally confirmed that:the charm and professionalism of the anchor;the dimensions of the discount and the display method of the products;the interactive atmosphere and immersion of the scene have a significant positive effect on perception,emotion,and trust,and further combed the various antecedent variables.The path of influence on purchase intention.The research fills the gap in the study of live broadcast marketing from the perspective of communication effect and provides valuable countermeasures for the development of the industry.