A Study On The Influence Of Netflix Live-streaming With Goods On Consumers’ Purchase Intention

During the rapid development of Internet technology and the expansion of the Netflix economy,new Internet economic models have shown different development trends.the sudden outbreak of the epidemic in 2020 has greatly transformed the way consumers shop from offline to online,and the overall purchasing power of society has broken the e-commerce live-streaming with goods to new heights.The new "Netflix +e-commerce + live" model,which initially relied on fan-based brand rewards and promotion,has now evolved to encourage consumers to "buy while watching" through live marketing.The time cycle between product discovery and product purchase has been greatly shortened,attracting more consumers and becoming a new way to spend money online.Through live marketing,weblebrities can not only increase sales,but also improve communication and engagement with their fans,allowing them to emotionally resonate with them.In this paper,from an empirical perspective,we use the affective-behavioral-cognitive(ABC)attitude theory and stimulus-organism-response(S-O-R)theory as the theoretical framework,and based on the development of live-streaming with Netflix and the empirical studies of some research scholars in this field,a questionnaire and a scale were developed to analyze the factors that influence the willingness to purchase products offered in online live-streaming.In this study,questionnaires were distributed using Questionnaire Star,descriptive statistics,reliability,validity,correlation analysis and regression analysis were conducted on valid questionnaires using SPSS26.0,and structural equation models were constructed using AMOS26.0 to test the model fit and verify the validity of the hypotheses.The study came to the following conclusions: product quality,trust,high interactivity and netizen professionalism all have positive and direct significant effects on consumers’ cognitive attitudes in the process of netizen live banding;product quality,promotion method,trust,high interactivity and netizen professionalism all have positive and direct significant effects on consumers’ affective attitudes in the process of netizen live banding;netizen live banding consumers’ cognitive attitudes and emotional attitudes all have positive and direct significant effects on consumers’ purchase intentions.Finally,the research process and results will be summarized,and some management suggestions will be proposed for the weblebrity anchors,e-commerce platforms and fan consumers respectively,in order to summarize the shortcomings of this study and look forward to the future of this study.