Research On Purchase Intention Of Live-streaming E-commerce Consumers Based On Perceived Trust

With the rapid development of the Internet,live e-commerce,as an emerging sales method,is favored by more and more consumers.In this new sales channel,the formation of consumers’purchase intention is closely related to perceived trust.In this paper,we use the S-O-R model to explore the influence mechanism of consumer purchase intention mediated by perceived trust.This study classifies live e-commerce marketing characteristics as antecedent variables into seven aspects:professionalism,interactivity,self-consistency,authenticity,offerability,entertainment,and visibility.Perceived trust was used as the mediating variable in this study,which contains streamer trust and product trust.The outcome variable was consumer purchase intention.A questionnaire survey was used to collect data from consumers with different backgrounds such as gender,age,income,and education through an online survey.A total of 307 valid questionnaires were collected.SPSS was used for data analysis and structural equation modeling(SEM)to validate the model hypotheses,and the differences in the effects of both head streamers and SME streamers on consumers’ purchase intention will be further analyzed.The findings show that professionalism,interactivity,self-consistency,visibility,and entertainment have significant effects on streamer trust,and self-consistency,preferences,authenticity,and visibility have significant effects on product trust.Host trust has a significant effect on product trust and these two types of trust play a mediating role in the effect of live e-commerce marketing characteristics on consumers’ purchase intention.Finally,according to the research results,we provide corresponding management suggestions in eight aspects:improving the professionalism of streamers,strengthening the interaction skills of streamers,promoting the brand building of streamers,creating net celebrity streamers,ensuring the authenticity and trustworthiness of products,highlighting the price advantage of products,creating a visual consumption experience and creating an entertaining shopping atmosphere.