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

As a new business form and model in the business field,live broadcast e-commerce in China has witnessed rapid development in recent years.The content and form of live broadcast are constantly enriched and enriched.There are traditional e-commerce businesses such as Taobao and Jingdong to consolidate the market,as well as rising stars such as Tiktok and Kwai to catch up.More and more characters have joined in with new elements and new styles,adding infinite vitality to the industry.In China,the live broadcast e-commerce first started in 2016.The live broadcast e-commerce model has gradually taken shape.Early leading anchors have begun to form,and many platforms have joined the live broadcast ranks.2019 is the first year of e-commerce live broadcast.The division of labor in the industry has begun to refine,and professional online celebrity incubators have begun to emerge.In 2020,the COVID-19 broke out,boosting the live broadcast e-commerce.The industry threshold is low,and more and more groups began to enter the live broadcast industry,High-quality live broadcast content and novel live broadcast methods are increasingly favored by consumers,and live broadcast with goods has become a standard marketing method for more and more businesses.In the live shopping,the anchor selects some products to carry goods in the live room,and each product corresponds to a store.In the live shopping,the anchor will explain the various information of the products in detail,try to display the products on site,and actively interact with the audience in the live room.Therefore,the anchor is an important source of information to send out product information.Its own characteristics,such as word of mouth with goods,professional knowledge reserve and appearance characteristics,will affect consumers’ emotions and attitudes towards products.Similarly,the store in the live broadcast is also the sender of product information.The final source of each product in the live broadcast room is the store.The store is responsible for product quality and safety,after-sales service,rights protection and other responsibilities.The characteristics of the store,such as word of mouth,store type,marketing promotion,etc.,also affect the shopping behavior of consumers.The previous research mainly focused on consumers’ purchase intention in e-commerce live broadcast,and studied the impact on consumers from a single source of information,namely the anchor.The author believes that besides the anchor as the source of information,the store is also an important source of product information.Therefore,based on the Source Effect Theory,this paper constructs the impact model of various source characteristics variables of the anchor and the store on consumer behavior.In addition,this study further analyzes the regulatory role of product price and product popularity in the impact of various source characteristic variables on consumer behavior.This research took Tiktok live broadcast platform as the research object,and collected 5504 sample data in total.The research results found that the source characteristic factors(Trustworthiness,Expertise and Attractiveness)of anchors and stores had a significant impact on consumer behavior.In addition,the paper also confirmed that product price and popularity significantly adjust the causal relationship between multiple source characteristic variables and consumer purchase behavior in the research model.