Research On The Impact Of Live Fitness Equipment E-commerce On Consumers’ Purchase Intention

In recent years,affected by the epidemic,more and more people began to focus on the usual physical fitness enhancement,a variety of fitness ways to rise.The increase in the fitness crowd,to a certain extent,has driven the demand for fitness equipment.With the widespread use of streaming technology,"live +" is penetrating into society,and live e-commerce is one of its products.Fitness equipment enterprises also quickly joined the ranks,into the live time is not long,live operation technology is not good,so there is a low conversion rate of purchase and other issues.The fitness equipment itself is a non-essential product,with high price and low purchase frequency,etc.In the special context of e-commerce live streaming,exploring the mechanism that affects consumers’ willingness to buy will not only improve the efficiency of fitness equipment enterprises operating live streaming,but also increase the good experience of consumers shopping.This study compares previous research results on fitness equipment,e-commerce live streaming,sports consumption behavior and online purchase intention.Based on this,a combination of qualitative and quantitative research was used to investigate the factors that influence consumers’ purchase intention in fitness equipment e-commerce live streaming.First,20 experienced users who watched fitness equipment e-commerce live streaming were interviewed to obtain interview textual information.The textual information was processed using the three-level procedure coding of Zagan theory,and 42 initial categories,11 sub-categories and 5 main categories were extracted to summarize the hierarchical relationship between each main category of this study.Then,based on the S-O-R theoretical framework,the eight variables of "people,goods,and fields"(anchor professionalism,anchor attractiveness,anchor popularity,product hard attributes,product soft attributes,live offers,live interaction,and live service guarantee)were taken as independent variables and the inner perceptions of consumers(perceived value and trust)were taken as mediators.perceived value and trust)as mediating variables,and purchase intention as the dependent variable to construct the theoretical model of this paper.Then hypotheses are proposed,measurement scales for 11 variables are designed,initial questionnaires are formed,pre-research data are collected,and reliability tests are conducted.SPSS24.0 and AMOS24.0 software were used to conduct descriptive statistics and reliability tests on the 488 valid questionnaires collected from the formal research,and structural equation model validation was conducted on the theoretical model.The following research conclusions were drawn:(1)Programmed rooting tapped into the anchor,fitness equipment product and live scene factors.(2)The group watching fitness equipment e-commerce live broadcast is young,highly educated and other characteristics.(3)Each factor of fitness equipment e-commerce live broadcast affects consumers’ purchase intention to different degrees.First,there are seven stimulus variables that have a significant positive impact on consumers’ perceived value,in descending order of influence: live service guarantee,live discount,anchor professionalism,product hard attributes,anchor popularity,live interaction,and product soft attributes.Second,there are five stimulus variables that have significant positive effects on consumer trust,with the degree of influence ranging from large to small being anchor professionalism,anchor attractiveness,live service guarantee,anchor popularity,and product hard attributes.Third,perceived value and trust have a significant positive influence on consumers’ purchase intention,and the influence of perceived value is higher than that of trust.Fourth,perceived value has a significant mediating effect in the relationship between the influence of anchor professionalism,anchor popularity,product hard attributes,product soft attributes,live offer,live interaction,live service guarantee and consumer purchase intention.Fifth,trust has a significant mediating role in the influence relationship between anchor professionalism,anchor attractiveness,anchor popularity,product hard attributes,live service guarantee and consumer purchase intention.Finally,in order to help fitness equipment enterprises improve the purchase conversion rate of live broadcast,the following suggestions are made(1)Select anchors with fitness image and improve business ability through regular training.(2)Control the quality of fitness equipment products and innovate fitness equipment product design.(3)Create a pleasant and affordable live atmosphere,and build a perfect and caring service guarantee.