Research On Influencing Factors Of Consumers’ Purchase Intention In E-commerce Live Broadcast Based On S-O-R Model

E-commerce live broadcast is a new type of shopping,breaking the limitations of traditional online shopping and satisfying consumers’ shopping needs at different levels with high interactivity and high entertainment.It has gradually developed into an important new model of retail e-commerce.However,there is currently a lack of in-depth research and discussion on the influencing factors of consumers’ purchase intention in its context.Based on the SOR model,this paper studies the influencing factors and influence paths of consumers’ purchase intention in the context of e-commerce live broadcast.First,by consulting a large number of relevant literatures,to understand the relevant knowledge of interactivity,entertainment,product involvement,perceived function,perceived emotion,perceived trust and consumer purchase intention,and based on this,the research hypothesis of this paper is proposed,and based on the SOR model A theoretical model is constructed to collect data and conduct empirical analysis by means of a questionnaire survey.Based on the above analysis,the study found that:(1)In the context of e-commerce live broadcasts,interactivity and entertainment have a significant positive impact on consumer value perception(perceived function,perceived emotion,and perceived trust).(2)Consumer value perception can not only directly and positively affect consumers’ purchase intention,but also play a partial mediating role in the influence of interactivity and entertainment on consumers’ purchase intention.(3)Product involvement plays a moderating role between interactivity and perception function.(4)Product involvement does not play a moderating role between interactivity and perceived emotion,as well as between interactivity and perceived trust.Based on the above conclusions,the following corporate marketing suggestions are put forward: first,strengthen the interactive behavior of the live broadcast room,and strengthen the interactive experience between the anchor and consumers and the three parties of the enterprise;second,innovate the live broadcast entertainment method and optimize the consumer shopping experience;third,use live broadcast As a medium,enhance the perceived value of consumers;fourth,build a professional team,enrich live broadcast scenarios,and improve consumer trust;fifth,focus on differentiated needs,make personalized recommendations to meet the different needs of consumers;sixth,increase product involvement to promote brand loyalty.