Research On The Influencing Of Information Characteristics On Consumers’ Purchase Intention In E-commerce Live Streaming

With the upgrading of Internet technology,continuous economic development,the sharp drop in communication charges,live streaming e-commerce has gradually become prosperous and become a normalized marketing channel and marketing style for Chinese e-commerce sector.There are numerous advantages in live streaming that traditional e-commerce channels can not match,such as extremely strong facticity and entertainment,more vivid product display,etc.Therefore,its click conversion rate and customer loyalty are higher than traditional e-commerce channels.A crowd of stars,online celebrities,enterprises,naive persons,etc.have also keenly sensed the business opportunity,and thrown themselves into e-commerce live streaming.However,not all e-commerce live streaming can get favorable effects,and some even weaken the anchor’s credibility.Mainly because the live streaming information does not meet the psychological needs of consumers,whose experience is poor and makes it difficult for consumers to make decisions.Therefore,the study aims to explore the impact of the characteristics of e-commerce live streaming information on consumers’ purchase intention,in order to enrich the theoretical research on customers’ purchase intention,and provide the practice enlightenment of live streaming strategy design for e-commerce live streaming practitioners.The study sorts relevant literature at home and abroad.The characteristics of e-commerce live streaming information are summarized into five dimensions:interactivity,multiplicity of clues,comprehension reachability,entertainment and comprehensiveness,Based on the elaboration likelihood model and stimuli-organism-response model,the interaction,multiple clues,comprehension reachability,entertainment and comprehensiveness characteristics of e-commerce live streaming information are taken as the external environmental stimuli,the psychological distance is taken as the internal state,the customer’s purchase intention is taken as the consumer’s behavioral response,and the need for cognition is taken as the regulatory variable,it is constructed that a research model of the impact of e-commerce live streaming information characteristics on customers’ purchase intention.Explore the impact of e-commerce live streaming information characteristics on customers’ purchase intention,the mediating effect of psychological distance in the impact of e-commerce live streaming information characteristics on customers’ purchase intention,and need for cognition is taken as the regulatory variable which affects the relationship between the characteristics of e-commerce live streaming information and the customer’s purchase intention.In the study,a total of 601 valid sample data were collected by combining online and offline questionnaires.SPSS25.0 and AMOS28.0 data analysis software were used to test the hypothesis of this study through reliability and validity analysis,correlation and regression analysis of the sample data.The results are as follows:(1)The interactivity,multiple clues,expression,entertainment and comprehensiveness characteristics of e-commerce live streaming information positively affect customers’ purchase intention.(2)Psychological distance plays an mediating role in the influence of the interactivity,multiple clues,comprehension reachability,entertainment and comprehensiveness characteristics of e-commerce live streaming information on customers’ s purchase intention.(3)Need for cognition does not play a moderating role in the impact of the interactivity characteristic of e-commerce live streaming information on customers’ purchase intention;Compared with those with high need for cognition,the multiplicity of clues,the comprehension reachability and entertainment characteristics of e-commerce live streaming information have a more positive impact on customers’ purchase intention of those with low need for cognition;Compared with those with low need for cognition,the comprehensiveness characteristic of e-commerce live streaming information have a more positive impact on customers’ purchase intention of those with high need for cognition.Based on the findings,put forward the following suggestions to live-streamers,e-commerce enterprises and e-commerce live-streaming platform: live-streamers should pay attention to the enthusiasm and effectiveness of interaction,enhance professionalism,improve the vitality of product display,enrich personal talent and skill,and increase entertainment sector;E-commerce enterprises should attach importance to precision marketing,effectively select and cultivate excellent anchors,dare to break away from convention and choose virtual liver;The e-commerce live-streaming platform should establish a good supervision mechanism to purify the live-streaming environment,take platform design seriously,and constantly reform technology to boost user experience.