Research On The Influence Of Perceived Risk On Consumers’ Purchase Intention In Live Streaming Goods

Under the stimulation of multiple factors such as "home economy" format,government support and consumers’ pursuit,live-streaming goods has become one of the most rapidly developing Internet applications in China.It is favored by merchants by virtue of its advantages of lower marketing cost and faster marketing realization and has become a new marketing tool for enterprises.But at the same time,live take goods "tipping" event also occur frequently,false advertising,such problems as lack of quality control for both live with cargo is a wake-up call,also hit consumer confidence in live with goods,and even give up in the air shopping,so to live with goods of consumer perceived risk in the industry to explore becomes especially important.Comb and summarized in this paper,the related literature at home and abroad,found that based on live with cargo situation of related study,will usually perceived risk as a intervening variable,few scholars have studied live with what risk perception in consumer goods,and its influence on purchase intention,a weak spot of the study as it happens and the content of this research.Therefore,this study is the further development of consumer perceived risk theory in the field of live delivery.For merchants,exploring consumers’ shopping psychology is of practical guiding significance for enterprises to introduce live marketing sales model and improve consumers’ perceived risk in the future.Starting from the seven dimensions of perceived risk,including functional risk,economic risk,after-sales risk,time risk,privacy risk,logistics risk and psychological risk,this study constructed a model of the influence of perceived risk on consumers’ purchase intention through trust based on SOR theory,which is also an exploration of consumers’ psychology.In this study,540 valid data of users with experience of watching live broadcast goods were collected through online questionnaire,and then SPSS26.0 and Amos28.0 software were used for data analysis and research hypothesis verification.The empirical analysis results show that functional risk,economic risk,after-sales risk,privacy risk and logistics risk all have significant negative effects on the purchase intention under the dimension of perceived risk,among which functional risk has the strongest influence on the purchase intention of consumers in the context of live delivery,while logistics risk has a relatively weak influence.Time risk and psychological risk have no significant influence on purchase intention.In the relationship between perceived risk and trust,functional risk,economic risk,after-sales risk,privacy risk and logistics risk have significant negative effects on trust,among which functional perception has the strongest effect on emotional trust,and logistics perception has the strongest effect on cognitive trust.In the relationship between trust and purchase intention,it is found that both cognitive trust and emotional trust positively affect consumers’ purchase intention.Cognitive trust and emotional trust play partial mediating roles among functional risk,economic risk,after-sales risk,privacy risk,logistics risk and purchase intention,but have no significant mediating role in the influence of time risk and psychological risk on purchase intention.Finally,based on the research conclusions,some suggestions are put forward on how to optimize consumers’ shopping experience and reduce consumers’ risk perception.