Research On Consumer Purchase Intention Of Live Broadcast E-Commerce And Its Influencing Factors Based On SOR Theory

With the development of Internet technology,the rise of the live broadcast industry,the development of existing e-commerce and the continuous pursuit of shopping experience by e-commerce consumers,these provide the innate conditions for the development of live broadcast e-commerce.Live broadcast e-commerce bringing new vitality to the e-commerce industry because it is combined traditional e-commerce and online live broadcast.By reviewing the relevant researches on the purchase intention of live e-commerce live broadcast consumers at home and abroad,it is found that most of the research is carried out from the aspects of perceived risk,flow experience,cognitive emotional attitude,etc.,but there is a lack of research on the potential needs of live e-commerce consumers.Therefore,on the basis of the SOR theory and the related theory of consumer purchase intention,there was conducted a cross-research in this paper attempt combined with consumers’ potential demand and value perception,and enriches the theoretical and empirical research on live broadcast e-commerce consumers’ purchase intention and its influencing factors.Live broadcast e-commerce is a new e-commerce model with "live broadcast +e-commerce" as the core,and it has opened up a new way in the traditional e-commerce industry where the pattern has been stable.The rearch model based on SOR theory was build for empirical analysis in this paper,and then combines the theories of consumer value perception and consumer purchase intention to study the purchase intention of live e-commerce consumers,and defines the mediating variables of the research model(demand release,value perception)with the outcome variable(purchase intention).Based on the literature review of domestic and foreign live broadcast e-commerce,consumer purchase intention,etc.,the predictor variables of live broadcast e-commerce(content quality,trust,interactivity,preference,opinion leaders,value-added content,social situation)were selected.The questionnaire designed by referring to previous scales,pre-revised test and incorporating the latest impact factors,and completed the questionnaire recycling work.The reliability,validity and intermediary effect of the data and verify the hypotheses was tested by the statistical analysis tool Smart PLS3.2.7 in this paper,and then got the results(the purchase intention positively affected by the value perception and demand release.the value perception and demand release positively affected by interactivity,preference,value-added content and social situation;demand release plays a mediating role among content quality,opinion leaders and purchase intention respectively;value perception plays a mediating role between trust and purchase intention).And got the corresponding analysis results by The test of conduct independent sample T on the collected gender data by SPSS20.0 software,got the results by the same software conducted single-factor difference analysis on age,education,occupation and income.Finally,combined current live broadcast e-commerce development present situation and existing problems and the empirical analysis results of SOR model in this paper,the orderly development of live broadcast e-commerce can be improved by(strengthen self-discipline,make live broadcast e-commerce high-quality platform,etc.),the purchase intention of live broadcast e-commerce consumers can be improved by(enhancing interactions,promotion,promote social attribute,etc.).