Research On The Impact Of Taobao Live Broadcast Situation On Users’ Purchase Intention

With the full popularity of Internet e-commerce,the new marketing model of e-commerce live broadcast is borning and coming into the public eye gradually,and more and more consumers recognized this marketing model.In the current development of the e-commerce industry,the business model research of "e-commerce + live broadcast" is still a relatively new content.On the one hand,exploring the impact factors on users’ purchase intention in live broadcast situations helps to improve the study of consumer psychological state in the e-commerce industry;on the other hand,it provides advice and guidance for the operation of e-commerce live broadcast platforms and business development.This paper takes Taobao live streaming platform as the research object,from the perspective of perceived risk theory and theory of planned behavior,and analyzes the impact of various factors such as anchor,product,marketing and price,platform supply chain logistics and after-sales path on users’ purchase intention in the Taobao Live broadcast situations.Firstly,base on reading and combing previous research literature,we constructe a theoretical model of Taobao users’ purchase intention in live broadcast situations.Secondly,we design statistical scales,distribute questionnaires,analye sample statistical,and statistics raw data between each indicator;Data was processed and analyzed by SPSS.24 software.We validate the factors which influence users’ purchase intention in the Taobao Live broadcast situations.Lastly,we summarize the result of empirical analysis,provide the countermeasures and suggestions,which will help enterprises and Taobao Live broadcast platform to enhance the users’ purchase intention of live broadcast.The specific measures are as follows: Companies should pay attention to create high quality Taobao Live broadcast situations and improve the anchor professional live ability;Strictly selected corporate brands and product categories;Optimize platform content output to create strong connotations and enhance Live broadcast user’ experience;Improve logistics supply chain efficiency and after-sales service system;Strengthen third-party supervision to promote the high quality and long-term development of Taobao Live.