| Good development prospects and huge profit space have promoted various traditional e-commerce platforms,content based platforms Star talent,mainstream media and brand players have entered the market,promoting the development of diversified models of e-commerce live broadcast.Among the merchants settled in the live broadcast e-commerce on various platforms,in addition to some stars,online celebrities and head anchors with their own traffic,there are also some brand merchants who are in urgent need of transformation due to the decline of offline retail sales and the high amount of pit fees for the anchors.The incentive support of various platforms and the successive "fall" of the head super anchors give these brands the opportunity to develop their own e-commerce live broadcast system.Based on the Tik Tok live broadcast e-commerce platform,this paper takes Tik Tok users watching brand self-operated as the main research object,using grounded theory as the main research method,combined with in-depth interviews,literature research and other methods to explore many factors that affect users’ purchase behavior from multiple perspectives,so as to provide new ideas and the-oretical references for users’ purchase behavior research,and also seek new models for brand merchants’ selfoperated model construction in the future.This paper consists of six parts.First,it introduces the research background and research value of this paper,combs the literature review of domestic e-commerce live broadcast,user purchase behavior,and Tiktok APP,and defines the related concepts of brand self-operated live broadcast,user purchase behavior,and so on;Secondly,through in-depth interviews with brand selfoperated live broadcast users,the research method of grounded theory is used to explore the influencing factors of brand self-operated live broadcast users’ purchase behavior.Through sorting and analyzing the interview data and three-level coding,nine main cat-egories and four core categories were extracted,and a model of influencing factors on the purchase behavior of brand self-operated live broadcast users was constructed,and the model was analyzed and discussed.The research results show that the purchase behavior of brand self-operated live broadcast users is significantly affected by individual internal perception,brand trust reputation,platform perceived energy,and brand live broadcast supply factors.And platform perception demonstration has a positive role in promoting the supply of brand live broadcast.Brand live broadcast supply has a positive role in promoting brand trust and reputation.At the end of the paper,according to the purchase behavior model of brand self-operated live broadcast users,combined with the development status quo of brand self-operated live broadcast,the optimization strategy is proposed from the three aspects mentioned in the model:platform operation,live supply,brand trust,which enriches the research on user purchase behavior and provides constructive reference for more brands to enter the live broadcast e-commerce track and build the self-operated live broadcast system. |
