A Study On The Factors Influencing The Persistent Purchase Intention Of Overseas Products In The Context Of Self Media Live Streaming E-commerce

With the rapid iteration and development of China ’s Internet and self-media,online shopping has become a new way of consumption and plays an increasingly important role in people ’s daily life.The e-commerce live broadcast has become an emerging online shopping method with its novel sales method and real-time interaction between buyers and sellers.At present,the research direction of e-commerce live broadcast mainly focuses on the research and discussion of consumers ’ purchase behavior,while there are few studies on the continuous purchase behavior of consumers in the process of online shopping.At the same time,with the continuous subdivision and development of ’ Internet + agriculture ’,high-quality seafood is sold to all over the world in the form of ’ self-media + live broadcast ’,which finds new ideas for the sales of seafood and solves the actual problems of unsalable seafood and low income of fishermen.Therefore,this paper studies the influencing factors of consumers’ continuous purchase intention of seafood in the media era.Based on the reading and combing of relevant literature,combined with the characteristics of e-commerce live broadcast in the era of self-media,this study extracts the influencing factors of consumers ’ continuous purchase intention under e-commerce live broadcast.And using the S-O-R theory,the anchor level(anchor interaction,anchor professionalism,visual effectiveness),marketing level(price discounts,product quality)as external stimulus variables,the perceived trust and flow experience as the body variables,continuous purchase intention as a response variable to build the model.Then put forward the research idea,on the basis of predecessors ’ mature scale design scale of this study,after a small sample test to determine the final formal questionnaire.SPSS26 and AMOS24.0 were used to conduct descriptive statistical analysis,reliability and validity analysis and structural equation model test on 362 valid sample data collected from formal questionnaire survey.This paper uses the stimulus-organization-response theory model(SOR)to conduct an empirical study on the factors that affect consumers’ willingness to continue to buy seafood.The results show that the interactivity,professionalism,price discount and product quality of the anchors positively affect the flow experience and perceived trust of consumers.The visual effect is different.The visual effect has a positive impact on the flow experience of consumers,but has no significant impact on the perceived trust of consumers.At the same time,perceived trust does not play a mediating role between visual effect and continuous purchase intention.Flow experience and perceived trust positively affect consumers’ willingness to continue to buy.Finally,according to the empirical analysis results of this paper,it provides valuable marketing suggestions for the development of seafood in the context of We-media e-commerce,and provides reference opinions for seafood producers.