Research On Influencing Factors Of Consumers’ Purchase Behavior Of Live Broadcast Goods From The Perspective Of Information Ecology

With its novelty,the sales form of live streaming has stimulated more and more consumers’ shopping desires,and the sales of live streaming have hit new highs on a weekly basis.Nowadays,live delivery of goods has become the main business form and important growth point of e-commerce.According to a data report by i Research,the market size of my country’s online live streaming delivery market in 2020 is 961 billion yuan,and by 2021,the market size of live streaming delivery is expected to reach 1,201.2 billion yuan,reaching a trillion-level market level.This paper adopts an empirical research method,from the perspective of information ecology,to explore the influencing factors of consumer purchase behavior under the live broadcast delivery model,and build a model of the influencing factors of live broadcast delivery consumer purchase behavior.First,this paper summarizes the research status at home and abroad such as online live shopping and consumer buying behavior;secondly,this paper sorts out information ecology,technology acceptance model,interaction theory,trust theory,immersion theory,perceived risk theory and opinion leader theory.This paper provides theoretical support for refining the influencing factors of consumers’ purchase behavior with live broadcasts;then,based on the perspective of information ecology,research hypotheses are proposed,and a hypothetical model for the influencing factors of consumers’ purchase behaviors with live broadcasts is constructed,and the content of the questionnaire is also set accordingly;Finally,collect relevant survey data and conduct detailed and meticulous reliability and validity tests,confirmatory factor analysis and model tests with the help of statistical software SPSS and AMOS.These test results will influence the factors that influence the purchase behavior of consumers with live broadcast products established in this paper.Models undergo rigorous validation.Through the statistics and analysis of the effective data of the questionnaire,this paper finds that the model established in this paper reveals that the three dimensions of information,information people,and information environment will all have an impact on consumers’ purchase intention in the process of participating in live broadcast activities,and all Shows a positive impact.The dimension of information technology has a positive impact on consumer purchase behavior,and consumer purchase intention has a moderating effect on consumer purchase behavior,and the model fit is within a reasonable range.On the basis of this research conclusion,corresponding suggestions are put forward for the four levels of live broadcast delivery platform,e-commerce enterprises,live broadcast delivery anchor and consumers,aiming to promote the long-term and healthy development of the live delivery information.