An Empirical Study On The Impact Of E-commerce Live Streaming On Customer Purchase Intentio

With the popularization of 5G communication network,after several years of rapid development,e-commerce live broadcasting has become a common marketing mode of various Internet platform enterprises,and is also familiar to the vast number of consumers.However,the existing researches have not reached a consistent conclusion on whether this new marketing method affects the perceived value of customers and thus the purchase intention of customers.Therefore,this paper puts forward three main research questions,the first is whether e-commerce live broadcasting affects the customer perceived value;The second is whether customer perceived value affects customer’s purchase intention,and the third is what role customer perceived value plays in e-commerce live broadcasting and customer’s purchase intention.Based on S-O-R(stimulus-organic-response)model theory,this study builds a theoretical model of e-commerce live streaming,customer perceived value and customer purchase intention.In the research model,independent variables representing e-commerce live broadcasting include: anchor popularity,anchor professionalism,product quality,product preference,live broadcasting interactivity and live broadcasting entertainment.In terms of intermediary variables,there are three variables representing customer perceived value: the first is functional value,the second is emotional value,and the last is social value.Dependent variables are:customer purchase intention.Based on this research model,relevant hypotheses are proposed,that is,e-commerce live streaming has an obvious positive effect on customer perceived value,and customer perceived value has an obvious positive effect on customer purchase intention.E-commerce live streaming and customer purchase intention play an intermediary role through customer perceived value.In this study,the method of network survey was adopted to collect users with experience of purchasing commodities in e-commerce live broadcast.With the help of data analysis application software SPSS and structural equation modeling software system AMOS,the reliability and validity of questionnaire results were verified,structural equation modeling was formed,and relevant path hypothesis and mediation hypothesis were tested.Thus supporting the previous theoretical hypothesis.The innovation of this research lies in the research field and research method.This paper innovatively puts forward the research model of e-commerce live broadcasting-customer perceived value-customer purchase intention,explores the relationship between these three from a new perspective,and applies this research model to the field of e-commerce live broadcasting.The research conclusions not only enrich the research in the field of e-commerce live broadcasting,but also provide new ideas and references for enterprises to carry out e-commerce live broadcasting as a marketing form.This paper also adopts quantitative research method to verify the research hypothesis.