Research On The Influence Mechanism Of Attachment Emotion On Consumers’ Purchase Intention And Behavior In E-Commerce Live Broadcast Scenes

With the popularization of the Internet and the development of webcast technology,e-commerce webcast has become popular because of its social,interactive,real-time,immersive and other advantages,effectively complementing and meeting the increasingly diverse shopping needs of consumers.This thesis takes e-commerce live broadcast as the research object,based on attachment theory,social technology system theory,mixed effect model,and uses literature research and empirical analysis methods to study the mechanism of multi-agent interaction characteristics on consumer purchase intention and behavior in e-commerce live broadcast scenes.The specific research contents are as follows:(1)Based on the theory of social technology system,by combing the literature and combining with the reality,we build a model of the characteristics of the social technology system of e-commerce live broadcast,attachment emotion and purchase intention relationship,and use SPSS22.0,AMOS225.0 and other tools to analyze the data of the questionnaire.The results show that interactive real-time,perceived proximity and perceived authenticity in the features of e-commerce live broadcast technology system can trigger consumers’ platform attachment emotion and then promote their purchase intention;Among the characteristics of social system,situation promotion,bullet screen mutual assistance and anchor interaction promote the purchase intention by enhancing the anchor attachment.(2)Based on the mixed effect theory and attachment emotion theory,considering the interaction process between product type and live broadcast,and combining the research results of the previous stage,namely the influencing factors of consumer behavior in e-commerce live broadcast scenes,the relationship model between attachment emotion and consumer purchase behavior under different product types is constructed.Grab the actual participation and transaction data of consumers in Tiktok live broadcast room,and use R language and other tools to analyze the model data.The results show that the sales of search-based products in the weak anchor attachment live broadcast room can more stimulate consumers’ purchase intention and behavior,and the sales of experiential products in the strong anchor attachment live broadcast room can more enhance consumers’ purchase intention and behavior.(3)Based on the research conclusions,the author puts forward suggestions on upgrading the platform functions,paying attention to the platform experience and reputation of the e-commerce live broadcast platform;Propose suggestions for e-commerce live broadcast anchors to actively trigger consumer attachment and build a high-quality professional live broadcast operation team;Propose suggestions to e-commerce live broadcast brands to improve the core competitiveness of products and select the appropriate type of live broadcast room based on product characteristics.