Research On The Influence Of Live Commerce Account Type On Consumer Purchase Intention In Short Video Platform

With the update and iteration of the Internet and information technology,short video platform,as an innovative product of social media,begins to appear in the public’s vision and changes the public’s lifestyle imperceptibly.As the user scale of short video platform and the number of “we media” Internet celebrities continue to grow together,the platform gains huge traffic realization potential.Therefore,in addition to ordinary users who become celebrities through the accumulation of fans,the short video platform also attracts many brands and “we media” merchants to enter,the marketing model of “short video platform + e-commerce + live commerce” also emerges.Most of the previous studies on live commerce took e-commerce platform as the transaction background,focusing on the influence of factors such as broadcasters,live commerce scene and interactive atmosphere on consumer psychology and behavior,and lack of attention to live commerce marketing under the context of short video platform.How will consumers behave when different accounts in the short video platform live commerce? How can platform growth Internet celebrities,brand owners and we-media merchants use the characteristics and advantages of short video platform to realize traffic realization better? These questions remain to be studied.Based on the status quo of short video platforms,this paper divides the accounts into content conversion accounts and direct delivery accounts.Based on the attention theory,quasisocial relation theory,ABC attitude theory,a research model is built for the influence of live commerce account types on short video platforms on consumers’ purchase intention.Through the empirical research method combining scenario experiment and questionnaire survey,this paper explores the influence of live commerce by two types of accounts on the short video platform on consumers’ purchase intention,and clarifies the intermediate action mechanism and boundary conditions of the influence.Specifically,experiment 1A and experiment 1B verify the difference in consumers’ purchase intention of live commerce with two types of accounts,and exclude the influence of consumers’ preference for short video platform and the number of product topics.Compared with direct delivery accounts,consumers have stronger purchase intention in live commerce of content conversion accounts.Experiment 2 verifies that the influence of the type of live commerce account on consumers’ purchase intention on short video platform is mediated by the chain effect of psychological distance and perceived account trust.Compared with the direct delivery account,the content-transformed live commerce account can enhance consumers’ perception and trust of the account by narrowing the psychological distance with consumers,thus enhancing consumers’ purchase intention.Experiment 3 verifies that consumers’ self-construal can regulate the influence of the type of live delivery account on short video platform on consumers’ purchase intention.Among them,the consumers with dependent self-construal prefer to consume in the content transformed account broadcast room.And independent self-construal consumers prefer to direct delivery type account broadcast room.This paper not only has great significance in enriching the theoretical framework of Internet marketing,but also extends the research field of psychological distance,perceived trust and self-construal.It is significant for short video platform celebrities,brand parties and “we media” merchants to improve the account attraction and the conversion rate of live commerce.