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

With the rapid development of network communication technology and the continuous innova-tion of e-commerce models,live e-commerce that combines Internet live broadcast technology with traditional e-commerce emerges as the times require.Live e-commerce has created a unique scene shopping mode for consumers,bringing huge traffic to e-commerce platforms and merchants,and has been widely used by merchants and platforms.However,with the rapid development,the problems of low conversion rate,content homogeneity and low user stickiness faced by the live ecommerce model have become increasingly apparent.For this reason,it is urgent to clarify the factors affecting consumers’ purchase intention in live e-commerce and its influencing mechanism.This thesis uses empirical research methods to study this issue.First of all,the thesis defines relevant concepts such as online live streaming and live e-commerce,and analyzes the characteristics and marketing methods of live e-commerce.Based on social facilitation theory and social presence theory,etc.,and integrating the Technology Acceptance Model(TAM)and Stimulus-Organism-Response(SOR)theory,an empirical research model of the influencing factors of live e-commerce consumers’ purchase intention is constructed,and corresponding research hypotheses are put forward.Secondly,based on the existing research results and the environmental characteristics of live e-commerce,this thesis designs variable measurement items and questionnaires,and revises and adjusts the questionnaires according to the analysis results of the pre-test data to form a formal questionnaire and obtain 348 valid data.Then,use Smart PLS3.3to build a structural equation model to test the reliability and validity of the measurement model,the overall goodness of fit of the structural model,hypothesis testing,mediation effect testing,and demographic moderating effect testing.Finally,the results of the model are analyzed,the paths of related factors affecting consumers’ purchase intention are discussed,and the main conclusions of the empirical research in this thesis are given.Based on the model conclusions,management implications are given from the perspectives of merchants and platforms.The main conclusions of the empirical analysis of the thesis are as follows:(1)The purchase intention of live e-commerce consumers is affected by many factors such as the fame of the anchor,the expertise of the anchor,product reveal,price discount,interaction with the anchor,interaction with the platform,and interaction with consumers.These factors have an effect on consumers’ purchase intention through consumers’ perceived usefulness and perceived trust.(2)Consumers’ perceived usefulness and perceived trust play a mediating role in the influence of various factors of live e-commerce on consumers’ purchase intention.(3)The anchor’s professionalism is the most influential factor in the path of influencing purchase intention through perceived usefulness and perceived trust,and the influence of perceived trust on consumers’ purchase intention is slightly greater than that of perceived usefulness.(4)Gender and age have a moderating role in the action path of some influencing factors of live e-commerce consumers’ purchase intention.Based on the research conclusions,live e-commerce merchants should pay attention to the professionalism of anchors,explore various forms of product reveal in live broadcasts and strengthen the interaction between anchors and consumers,at the same time,provide consumers with cost-effective products and services and differentiated service strategies;The live e-commerce platform should strengthen the social interaction function of live broadcast e-commerce,and focus on enhancing consumer trust to promote the long-term development of the platform.