Research On The Influencing Factors Of Consumers’ Purchase Intention In The Context Of Live E-Commerce

Recently,with extensive infrastructure construction,live streaming e-commerce has been developing at a high speed.Since 2015,it has developed rapidly and entered the public’s vision.It uses live streaming e-commerce for promotion and marketing,which has many advantages such as low cost and instant interaction with users.Therefore,it has been highly recognized by the market since its debut."Live streaming+e-commerce" is a shopping mode that attracts a large number of young people.Therefore,a big business opportunity and blue Ocean market emerge at the right moment.At the same time,along with the continuous development of this mode,live streaming e-commerce shopping has also become an emerging marketing mode and a big hit.Since 2018,after more than three years of precipitation and development,live streaming e-commerce has risen rapidly with a very rapid development momentum.It has become a core sales mode of e-commerce that cannot be underestimated.Based on this background,this thesis takes consumers’ purchase intention in the context of live streaming e-commerce as the research object.Through literature reading and analysis,it summarizes and summarizes various factors that may affect the purchase intention,including the interaction of live streaming e-commerce,the attraction of live streaming e-commerce,the professional ability of anchors,the quality of high-quality products,and the preference of products.At the same time,it is found that perceived value and trust may play a mediating role.In this thesis,literature review and empirical analysis are mainly used to investigate the above issues.Firstly,literature review is used to understand and sort out the possible correlation between variables.Secondly,model and hypothesis are established according to logical relation.Again,questionnaire survey was used to collect first-hand data to verify the hypothesis.A total of 316 data were collected in this questionnaire survey,and 300 effective questionnaires were obtained in total,with the corresponding effective rate up to 95%,excluding invalid questionnaires that had never watched live delivery,had not completed filling in,had been filled in decisively and had not been filled in carefully.Mainly using SPSS software for correlation analysis;And then draw the final research conclusion of this thesis.After completing the empirical analysis,the conclusions are as follows:(1)the interaction of live streaming e-commerce,the attractiveness of live streaming e-commerce,the professional ability of anchors,the quality of high-quality products and the preference of products can significantly positively affect consumers’ purchase intention;(2)Perceived value plays a significant mediating role,which is partial mediating role.The three dimensions of perceived value play a significant and partial mediating role.(1)improve the interaction between live streaming e-commerce and consumers;(2)Develop an appropriate incentive mechanism for live broadcasting;(3)Improve the quality of live streaming e-commerce content;(4)Improve the professionalism of anchors;(5)Enhance the attractiveness of anchors;(6)To improve the concessionality of products.There are the following suggestions for merchants:(1)Create high-quality explosive products;(2)Select appropriate anchors for cooperation.At the same time,consumers need to establish a rational concept of consumption.At the same time,consumers must be cautious and rational when shopping in the live broadcast room,and try their best to buy the products they need in the credible and professional live broadcast e-commerce room.