Analysis Of Factors Influencing Women's Purchase Intention Through Live Streaming Of Fashion Product

With the development of mobile Internet and the popularity of smart phones,new business forms are constantly derived and continue to change the lives of residents.From the initial online shopping search to person-recommended shopping,and then to the current popular live streaming,the relationship between merchants and consumers is being profoundly changed.In order to study the factors influencing the purchase intention of livestream consumers,especially under the category of female fashion,which factors will have an impact on the purchase intention of consumers,this paper designs and issues questionnaires on the basis of literature research to investigate the purchase intention of livestream consumers of female fashion,and processes the questionnaire data,in an attempt to explore the category of female fashion.The effect of live streaming on consumers’ purchase intention.This paper takes the theory of perceived value and the theory of purchase intention as the theoretical framework,builds the research model,proposes the research hypothesis,and designs the questionnaire and scale based on the research results of scholars on consumers’ purchase intention,combined with the development history of live streaming and the research scope of female fashion categories.The influencing factors of purchasing intention of female fashion show were studied.In this paper,questionnaires were issued and collected through the questionnaire star,and485 valid questionnaires were finally collected.SPSS was used to complete the questionnaire data for processing.Through empirical analysis,the following conclusions are drawn:This paper holds that for the category of female fashion,when selling through live streaming,product perception and service will have a positive impact on consumers’ purchase intention,and the professional degree of anchors and the interactive atmosphere of live broadcasting will also have a positive impact on consumers’ purchase intention,but the impact degree is lower than that of product and service perception.The popularity of anchors also has a certain impact on consumers’ purchase intention,which is the least influential among the above influencing factors.At the same time,different live broadcast channels,the service perception of the broadcast room,the popularity of the anchor and the interaction of the broadcast room have different influences on consumers’ purchase intention.