Research On The Influence Of E-Commerce Live Broadcast On Consumers' Repeated Purchase Intention

With the rapid development of live broadcast technology and the continuous expansion of user scale,the e-commerce live broadcast industry has shown a blowout development trend.While the entire e-commerce live broadcast industry is developing in a positive direction,it can not be ignored that with the increase of new entrants,competition among anchors is becoming more intense.For the anchor,it is the key to improve the repeat purchase rate of consumers and cultivate customer loyalty to gain a competitive advantage and achieve long-term development in the fierce market competition.Therefore,this paper intends to study the influence of e-commerce live broadcast on consumers' repeated purchase intention from the perspectives of product factors,e-commerce live broadcast scene factors and anchor factors,and provide feasible suggestions for the anchor to improve consumers' repeated purchase rate and cultivate customer loyalty.This paper can be divided into three parts.First of all,on the basis of sorting out and reviewing the existing literature,this paper puts forward corresponding research hypotheses and a theoretical model.Secondly,this paper uses empirical analysis method to test the hypotheses proposed in the previous paper.Finally,based on the discussion of the research results,this paper puts forward effective suggestions to the anchor.The main conclusions of this paper are as follows:(1)both perceived entertainment and perceived similarity have a significant positive impact on repeated purchase intention,and consumer satisfaction plays a partial intermediary role in this influencing relationship;(2)perceived product quality,perceived interaction and perceived professionalism all have an indirect positive impact on repeated purchase intention through consumer satisfaction,and consumer satisfaction plays a full intermediary role in this influencing relationship.Based on the discussion of the research results,this paper puts forward five suggestions for the anchor,hoping to help the anchor to improve the consumers' repeat purchase rate and cultivate customer loyalty.The five suggestions are as follows:(1)select products strictly and strengthen product quality control;(2)pay attention to the construction of live broadcast scenes and create a funny live atmosphere;(3)focus on interaction and innovate interactive methods to create a new way of live broadcast;(4)strengthen the construction of basic skills,do a good job in product homework,understand the professional knowledge related to products,and establish yourself as an "expert" in this field;(5)understand your consumer groups deeply,and shape your own image carefully.