| Online live shopping is a new form of consumption developed under the background of e-commerce.By overcoming the limitations of traditional shopping time and space,it provides consumers with unique visual and perceptual experience.With the popularity of mobile terminals and the development of new Internet technologies,online live shopping has entered an explosive growth stage.Compared with the graphic and video display of online stores in the past,online live shopping can provide a more real,real-time and vivid situation,making viewers feel personally at the shopping site.The live shopping anchor enhances consumers’ sense of experience and purchase desire by introducing product information to the audience in real time,sharing relevant use experience,answering questions in time and conducting diversified interactions.However,with the decline of the demographic dividend and the intensification of competition in the online live shopping industry,it is particularly important to understand how the characteristics of online live shopping affect the behavior and psychology of the audience to maintain the competitiveness of online live shopping.This study mainly discusses the impact of online live shopping characteristics on consumers’ purchase intention.First,it reviews the online live shopping characteristics,consumers’ purchase intention,customer perceived value theory and expected regret theory using the method of literature review.Then,on the basis of summarizing the previous scholars’ research,taking the characteristics of online live shopping as the independent variable,divide it into three dimensions: real-time,interactive and social to measure online live shopping,and apply the S-O-R theoretical model to set customer perceived value as an intermediary variable,and expected regret as an adjusting variable,to construct the mechanism and research model of the impact of the dependent variable on consumers’ purchase intention.Based on the theoretical framework and hypothesis model,this study refers to the mature scale compiled by domestic and foreign scholars,and combines the situation of online live shopping,and modifies and designs the measurement scale of the hypothesis model.Through online and offline questionnaires,735 valid samples were collected,and the data obtained from the survey were analyzed using SPSS 26.0 and AMOS 26.0software,and a series of data tests were carried out for empirical analysis.The results show that:(1)the characteristics of online live shopping significantly positively affect consumers’ purchase intention;(2)The characteristics of online live shopping positively affect customer perceived value;(3)Customer perceived value positively affects consumers’ purchase intention;(4)Customer perceived value plays a mediating role between online live shopping characteristics and consumer purchase intention;(5)Anticipated regret plays a moderating role in the relationship between customer perceived value and consumer purchase intention.On the basis of the research results,the following suggestions are given from the two dimensions of online live shopping platform and live merchants:(Ⅰ)In terms of online live shopping platform: 1.Strengthen the operation and governance of the live platform and improve the product quality;2.Strengthen consumer interaction scene experience and create personalized interaction functions.(Ⅱ)Live broadcast merchants:1.Strictly control product quality and develop supply promotion mechanism;2.Rebuild live consumption scenarios and optimize consumer perceived value;3.Explore interactive ways and strive to improve interactivity. |
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