Research On The Influencing Mechanism Of Taobao Live Broadcast Consumers’ Purchasing Behavior From The Perspective Of Immersion Experience

With the advent of the Internet era,the competition between e-commerce platforms is intensifying.In order to stimulate more consumers to shop,each e-commerce platform has begun to implement the marketing method of live broadcast with goods.The live broadcast mode enables consumers to purchase goods more intuitively and visually,enhancing good experience and interaction.On October 20,2021,the pre-sale of double 11 was opened,and 250 million people poured into Li Jiaqi’s live broadcast room,breaking the record of watching Taobao live broadcast.The total amount of goods sold in the form of live broadcast transactions on Taobao platform continued to increase;At the same time,as this is an emerging market,consumers in the live broadcast process have encountered many problems that need to be solved,especially the live broadcast mode will face the severe test of low conversion shopping rate.Therefore,this paper selects Taobao live broadcast as the research object to study the influence mechanism of consumers’ purchase behavior of Taobao live broadcast.From the perspective of consumers themselves,it can help the live broadcast platform win more consumer purchases,which is of great significance to the development of the live broadcast platform.Based on the theory of immersive experience,this study takes Taobao live broadcast as the research object,studies and straightens out the corresponding literature and materials such as Taobao live broadcast,and sets out the factor variables for consumers to form trust in the live broadcast mode of Taobao platform based on the perspective of immersive experience,namely professional ability,safety assurance,marketing stimulation,high-quality content,image with goods,product characteristics,live broadcast interaction,Build a purchase behavior model that affects Taobao live broadcast consumers from the perspective of immersive experience.The empirical results show that: the professional ability of the anchor and live broadcast room,the security guarantee given by the live broadcast room,the marketing incentives and preferential activities in the live broadcast room,the high-quality content produced,the image of the anchor with goods,product characteristics and live broadcast interaction have a positive impact on information and perceived usefulness,and all variables have a positive impact on consumer shopping behavior.Finally,according to the research results of this paper,management suggestions are put forward for Taobao live broadcast from four aspects,such as giving full play to the influence of opinion leaders,showing high-quality content to live broadcast consumer groups,fully improving the security of live broadcast,and innovating to improve the concentration and attractiveness of consumers.Based on the combination of exploratory and confirmatory research,this paper provides a new research idea for the relevant research on the impact mechanism of consumers’ shopping behavior based on the immersive experience of Taobao platform adopting the live broadcast mode.Its results provide an important basis for enterprises to carry out the operation and management of live broadcast based on Taobao platform.