Research On The Influence Of Interactivity In Taobao Live Broadcast Platform On Consumers’ Purchase Intention

As an innovative marketing method,e-commerce live broadcast has been sought after by many platforms,merchants,and consumers in recent years.At the same time,the arrival of the 5G era has also broadened the development space of e-commerce live broadcast.In the future,e-commerce live broadcast will definitely be favored.Compared with the traditional e-commerce marketing model,we find that the anchor introduces and displays products through online videos,and answers consumers’ questions in a real-time interactive way in the process of live broadcast marketing.And the live broadcast room has more advantages in interactivity and professionalism,but even so,consumers’ positive feedback on the interactivity of live broadcast rooms has decreased,and order conversion rate of the live broadcast room are also unsatisfactory,and live broadcast problems emerge one after another.In the next few years,e-commerce live broadcast will become more and more popular.How to improve the interactivity of live broadcast rooms and improve the conversion rate of live broadcast rooms? Maximizing the benefits of e-commerce live broadcast will be the focus of many e-commerce live broadcast platforms,merchants and anchors.By reviewing relevant literature,this thesis studies the influence of interactivity on consumers’ purchase intention in the context of e-commerce live broadcast.During the literature review,it was found that when scholars study the influence of interactivity on consumers’ purchase intention,they mainly focus on the type of interaction and consumers’ perceived interactivity,but few scholars have clearly defined the measure of interactivity in live broadcast rooms.Based on this,after understanding the background and characteristics of e-commerce live broadcast,this thesis selects Taobao live broadcast platform as the main research object to explore the influence of interactivity on consumers’ purchase intention.After reviewing the relevant literature research results on interactivity,perceived value,and consumer purchase intention,this thesis chooses a dimension division method based on interactive elements,and determines the interactive measurement indicators of Taobao live broadcast platform as: product display,preferential activities,responsiveness and shopping guide,amount while product display and preferential activities are derived from the content display elements of relevant scholars.This article divides it into product display and preferential activities after combining the characteristics of Taobao live broadcast;Perceived value is divided into two dimensions: perceived function and perceived emotion.Based on this,a research model of interactivity-perceived value-purchase intention is constructed,and relevant research hypotheses are put forward.This thesis selects the maturity scale of previous scholars as the measurement items of relevant variables,and uses the questionnaire to collect relevant data.In this study,a total of 390 questionnaires were distributed and 292 were taken back,of which 254 were valid responses.Then use SPSS26.0 to analyze the relevant data of valid answer sheets.Firstly,descriptive statistical analysis is used to understand the basic characteristics of this valid sample and the rationality of scoring related items.Then,reliability and validity analysis are used to test the internal consistency and validity of relevant scales.Finally,correlation analysis and regression analysis are used.mediation analysis and other empirical analysis methods to explore and establish the influence relationship between variables,After repeated data analysis,the following conclusions were finally drawn:1.In addition to product display,the three elements of interactivity as preferential activities,responsiveness and shopping guide have a positive and significant impact on perceived value.2.Perceived functional value is positively and significantly affected by preferential activities,responsiveness,and shopping guidance.and perceived emotional value is positively and significantly affected by responsiveness and shopping guidance.3.Consumer purchase intention is positively and significantly affected by perceived functional value and perceived emotional value,and when studying the influence of Taobao live broadcast platform interactivity on purchase intention,perceived functional value and perceived emotional value play a partial mediating role.Based on the above research conclusions,this thesis puts forward relevant countermeasures for Taobao live broadcast platform to improve consumers’ purchase intention from the perspective of the three interactive elements of preferential activities,responsiveness and shopping guidance,and suggests that Taobao live broadcast platform should index the interactivity,so that Taobao live broadcast of the whole platform can be standardized and operated in a refined manner,and at the same time,the Taobao live broadcast room can be guided to enrich the variety of goods.It is hoped that these countermeasures can improve the perceived value of users in the live broadcast room and increase users’ willingness to purchase,then the efficiency of Taobao’s live broadcast platform can be increased and the live broadcast marketing can be longer.