A Study On The Mechanism Of The Impact Of Brand Shop Live-broadcast With Goods On Consumer Purchase Intention

With the new technology of the Internet and the changing needs of consumers,the traditional "text" marketing and two-dimensional "picture" and "video" marketing can no longer meet the needs of consumers.Customers are looking for a higher level of experience and interactivity in products and services and want to feel as if they were shopping in a physical shop.The emergence of live broadcasting with goods,the real restoration of the consumer in the physical shop shopping situation,effectively fill the shortage of e-commerce marketing models.As a result,the study of live broadcasting has become a hot topic of academic interest.Studies have been conducted to investigate the impact of source characteristics,presence and other factors on purchase intentions,as well as study targeting citizens,celebrities,entrepreneurs and local government officials.However,few studies have used live branded shops as an object of studying to explore whether there is a relationship between brand reputation and purchase intentions in this context.However,branded shops as an important part of our economy and society are superior to other types of living rooms,both in terms of numbers and influence.Therefore,it is of theoretical value and practical significance to explore the mechanism of the influence of brand reputation as a moderating variable in this context and the influence of brand shop live carry on purchase intention.Two main areas of work were undertaken in this field.Firstly,the concept of a brand shop live broadcasting is defined and the results of the interview method and the danmaku collected from the brand shop live broadcasting room by the big data method are used to analyze that brand live shop,financial elements,namely attractiveness,interactivity,authenticity,incentive mechanism and marginal information,to develop the corresponding measurement scale,and to empirically test that the measurement scale has good reliability and validity.Secondly,this study constructions a model of the mechanism of the influence of brand shop live broadcasting on purchase intention with brand reputation as the moderating variable and empirical tests the model.The empirical results show that brand shop live broadcasting affects purchase intention with perceived value and customer engagement as mediating variables and that brand reputation plays a moderating role between brand shop live broadcasting and customer engagement.Innovation in this study:(1)This study developed a measurement scale for the components of a live brand shop that carries based on defining the concept of live brand shop,which laid the theoretical foundation for subsequent research.(2)Innovation in research methodology,this study adopts a grounded theory research approach,using not only consumer interview data as a coding basis,but also danmaku from eight branded shops’ live broadcast booths as a coding basis,which is a new method of collecting data for data that has not yet a big approach to collect in previously collected data for data.(3)In terms of theoretical innovation,this study constructions a mechanical model of the impact of brand shop live broadcasts on consumer purchase intentions,with perceived value and customer engagement as mediating variables and brand reputation as moderating variables,and finding its enriches and developing e-commerce and marketing theory.