Research On The Influence Mechanism Of Root Appeal On Consumers’ Purchase Intention In The Context Of Live E-commerce Broadcasts

Live e-commerce broadcast is a new shopping model to promote rural revitalization,and is becoming one of the important starting points to promote poverty alleviation in China.Compared with traditional e-commerce,live e-commerce broadcast pays more attention to multi-agent real-time interaction and provides complex product information clue for consumers’ decision-making.As one of the external clues of products,root information plays an important role in consumers’ purchase intention.Analyzing the influence of root appeal and interactivity on consumers’ purchase intention in the context of live e-commerce broadcast is conducive to providing theoretical guidance and marketing strategies for ecommerce live broadcasting enterprises.Based on the SOR model,using the emotional resonance theory and clue utilization theory,taking the emotional resonance and identity as the intermediary,and taking the brand awareness and interactivity as the regulatory variables,this paper constructs a conceptual model of the impact of root appeal on consumers’ purchase intention.In order to verify the relevant assumptions of the model,the live e-commerce Suzhou embroidery situation was set,370 questionnaires of consumers watching live Suzhou embroidery were collected,341 valid sample questionnaires were collected,and the effective recovery rate was 92.16%.Using SPSS22.0 and AMOS23.0 software analyzes the collected effective sample data.The results show that root appeal has a significant positive impact on emotional resonance and identity;emotional resonance and identity have a significant positive impact on purchase intention;emotional resonance and identity play a significant mediating role between root appeal and purchase intention;brand awareness plays a regulatory role in the relationship between root appeal and emotional resonance and identity;interactivity plays a moderating role in the relationship between emotional resonance,identity and purchase intention;it also verifies the mediating and interactive mediating effects of brand awareness,that is,brand awareness positively regulates the relationship between root appeal and emotional resonance and identity,and the indirect impact of root appeal on purchase intention through emotional resonance and identity will be positively regulated by interaction.At the same time,in order to further verify the impact of root appeal and interactivity on consumers’ purchase intention through two paths of emotional resonance and identity in the context of live e-commerce broadcast.Using Anylogic8.7.10 build a consumer purchase model,take the root appeal and interactivity as influencing factors,and use the empirical analysis results as parameters to simulate the change law of the total number of consumers to explore the influence law on consumers’ purchase intention.The results show that the greater the root appeal and interaction,the greater the impact on the total number of consumers buying in the live broadcast scenario of e-commerce.When there exists interaction,the change of the total number of consumers’ purchase mediated by identity is greater than that mediated by emotional resonance.However,due to the recession rate of products,the growth rate will slow down when the number of consumers increases.Therefore,when enterprises increase the publicity of product root information in the context of live e-commerce broadcast,they should also improve the interaction between anchor and consumers,consumers and consumers,stimulate consumers’ purchase potential and expand product market share.