| E-commerce live broadcast shopping has become increasingly mature during the COVID-19 pandemic.Compared with traditional e-commerce,live streaming e-commerce environment provides consumers with more intuitive,clear and convenient shopping experience.Consumers are more eager to know about products through live broadcast shopping and have purchase intention.Due to the short development time of e-commerce live broadcasting,the influence mechanism of various factors on consumers’ purchase intention is not clear.This paper studies the influence path of e-commerce live broadcast on consumers’ purchase intention from four perspectives: social relationship,host characteristics,product information and live atmosphere.Based on this,reasonable suggestions are put forward for the development and transformation of e-commerce live broadcast ecology.Based on existing relevant literature,this paper sorted out and summarized the factors influencing the purchase intention of consumers of e-commerce live broadcast.Select the appropriate theoretical basis and influencing factors for this study.Based on the consumer ABC attitude model,this paper combines social network theory,customer value theory and trust theory to study the strength of social relations,anchor characteristics,product information,live broadcast atmosphere and other factors of e-commerce live broadcast.Research hypotheses and models are proposed for the effects of consumers’ perceived value of live broadcast,perceived trust of live broadcast,and then on consumers’ purchase intention.In this paper,data were collected through questionnaire survey,and the reliability and validity of the collected data were analyzed by SPSS20.Finally,the AMOS26 structural equation model is used to test the path and mediation effect of the collected data.Verify the relevant theoretical hypothesis through data,and analyze the experimental results.This study draws the following conclusions.In the context of e-commerce live broadcast,strong social relationship,weak social relationship,e-commerce anchors’ professionalism,popularity,entertainment atmosphere and preferential atmosphere all have a significant positive impact on the perceived value of live broadcast.Product information quality has a significant positive impact on the perceived trust of live broadcast.Perceived value of live broadcast and perceived trust of live broadcast have significant positive influence on purchase intention.Perceived trust of live broadcast mediates the relationship between perceived value of live broadcast and purchase intention.Based on the above research conclusions,this paper puts forward scientific suggestions for all parties involved in e-commerce live broadcasting.Choose different marketing strategies for consumers with different social relationships.In the process of live broadcast,e-commerce anchors should improve their professionalism and popularity characteristics.Improve the quality of product information disclosure.Create an atmosphere that is both entertaining and concessionary.Enhance consumers’ live broadcast perceived value and trust in the process of live broadcast shopping.So as to improve the purchase intention of consumers. |
