A Study On The Influence Of E-commerce Live Streaming Consumers’ Purchase Intention Based On Persuasion Theory

The dividends brought by e-commerce live broadcast to consumers,merchants,anchors and platforms are obvious,and the problems exposed can not be ignored.According to the Online Survey Report on Consumer Satisfaction of Live streaming E-commerce Shopping released by China Consumers Association,in the survey on driving factors of live streaming e-commerce shopping,the main reason for consumers to watch live streaming is to learn about product information.However,in the survey of behavioral problems on live streaming e-commerce shopping platforms,anchors’ exaggeration and false publicity have become the links with the lowest consumer satisfaction,especially the problem of commodity exaggeration and false publicity.In this case,how to effectively publicize product information to consumers in the process of live broadcasting,so as to enhance consumers’ trust and purchase intention has become a key issue of concern for merchants.In the live broadcast of e-commerce,anchors pass commodity information to consumers to facilitate the transaction,which is consistent with the persuasion theory.Based on this,combined with the theory of persuasion,this paper analyzes the influencing factors of e-commerce live streaming consumers’ purchase intention,so as to provide theoretical reference and practical enlightenment for e-commerce live streaming strategy.Based on persuasion theory,this paper establishes a research model of the influence of persuasion information,persuasion subject,persuasion object and persuasion situation on consumers’ purchase intention,and discusses the leading factors and degree of influence on consumers’ purchase intention in the process of online broadcast shopping.The research content mainly includes three aspects.First,the influence mechanism of the double-sided information of e-commerce live broadcasting on consumers’ purchase intention and the regulating effect of the consumer-anchor relationship intensity are discussed by using scenario experiment method.Secondly,scenario experiment was used to study the interaction between e-commerce live broadcast information demands and consumers’ self-construction on purchase intention,and to analyze the moderating effect of different e-commerce anchors’ information source activity on the interaction between information demands and consumers’ purchase intention.Thirdly,the fuzzy set qualitative comparative analysis method is used to conduct an integrated analysis on the influence of the interaction of multiple conditions of persuasion situation,persuasion information,persuasion subject and persuasion object on consumers’ purchase intention in e-commerce live broadcasting.Specific conclusions are drawn as follows:(1)E-commerce live broadcast double-sided information is more likely to trigger consumers’ positive purchase intention than single-sided information,and information credibility plays an intermediary role in this effect.When consumers are estranged from anchors,compared with single-sided information,double-sided information can trigger more positive consumers’ purchase intention.When the relationship between consumers and anchors is close,there is no significant difference in consumers’ purchase intention caused by double-sided information and single-sided information.Moreover,the strength of the consumer-anchor relationship can effectively regulate the relationship between the double-sided information of e-commerce live broadcasting and consumers’ purchase intention through the intermediary of consumer information credibility.(2)E-commerce live broadcast information demands and self-construction have an interactive effect on consumers’ purchase intention.Compared with rational appeal,independent consumers have stronger purchase intention when facing the product information description of emotional appeal of anchors.Compared with emotional appeal,self-dependent consumers are more willing to buy when faced with the information description of anchors’ rational appeal.Moreover,the activity of anchor information source plays a moderating role in the joint influence of e-commerce live broadcast information demands and self-construction on consumers’ purchase intention.When consumers are faced with high activity of anchor information sources,e-commerce live information demands and self-construction have a significant interaction effect on purchase intention.When consumers face low activity of anchor information sources,the interaction between e-commerce live broadcast information demands and self-construction on purchase intention is not significant.(3)A single condition is not a necessary condition for the purchase intention of e-commerce live broadcast consumers;Three configurations stimulate high purchase intention,among which configuration H1 is "emotional appeal · Independent self-construction · high activity of e-commerce anchor information source",and configuration H2 is "rational appeal · double-sided information · high activity of e-commerce anchor information source · dependent self-construction".Configuration H3 is "emotional appeal · high activity of e-commerce anchor information source · close relationship between consumers and anchors · independent self-construction",indicating that there are multiple ways to promote consumers’ purchase intention.The study also found two pathways that lead to low purchase intentions;The activity of e-commerce anchor information source plays a core role in these five paths,indicating that the high activity of e-commerce anchor information source is an important factor to promote consumers’ purchase intention.