| With the integration of Internet video social network platforms such as live video and short video into our daily life,live-streaming e-commerce(LSEC)has developed rapidly.Due to the epidemic of Covid-19,"contactless shopping" and "stay-at-home economy" have gradually become important ways for Chinese residents to consume.The role of the anchor in the live broadcast scene is similar to that of a "shopping guide" in a shopping mall,recommending and displaying products or brands for consumers.Therefore,LSEC also provides a new direction for the digital transformation of traditional Chinese physical stores.However,with the rapid development of LSEC,there have been problems such as excessive market concentration,low conversion rate,and uneven product quality.At present,only a few studies have focused on LSEC,some of them may focus on the relationship between anchors and consumers,or the role of anchors as an information source in LSEC.Few articles study consumer purchase intention from the perspective of consumers.Therefore,from the perspective of LSEC,this study selects the T platform LSEC as the object to study the factors related to the purchase intention of T platform consumers under the LSEC scenario.Provide suggestions for improvement of various parts in LSEC.Based on the analysis of existing research on LSEC scenarios,this paper draws on previous research on the marketing behavior of social network platform influencers.We use Para-social Interaction theory,trust theory,and product cognition theory as the theoretical basis to establish a theoretical model for empirical research.The model uses social influence,anchor attractiveness,attitude homogeneity and product cognition as antecedent variables,and para-social Interaction and two types of trust as intermediate variables.Through empirical research methods,the factors affecting consumers’ purchase intention are tested.This paper adopts the method of structural equation modeling to conduct empirical research.First of all,through the experience method to deeply observe and analyze the operation mode and industry characteristics of LSEC,so as to make professional knowledge reserve for the design of the item design of the scale.Then,based on the classic scale,a Likert 7-point scale with 48 items was designed.Through the preinvestigation,35 measurement items that meet the requirements were retained,and 312 valid scale questionnaires were distributed and returned to prepare the scale data for empirical research.Finally,combined with the theoretical model to build a "quasi-social relationship-trust structural equation model",use SPSS and Amos software to analyze the reliability and validity of the scale and structural equation model,and test the twelve basic hypotheses of this paper.The empirical test results show that: 1)para-social Interaction relationships,emotional trust,cognitive trust,and product cognition all significantly and positively affect consumers’ purchase intention.Among them,affective cognition has the greatest impact,and para-social Interaction relationship has the least impact.2)Cognitive trust plays a partial mediating role in the influence of product cognition on purchase intention.Among them,product cognition has a direct effect on consumers’ purchase intention,enabling consumers to avoid the anchor dimension and directly enter the LSEC scene through the product dimension,which let them be rational consumers and less influenced by the anchor.This is also the difference between this paper and traditional social network influencer influence research,introducing the influence of a new entry caliber of product dimension on purchase intention.Due to the above research conclusions,we also put forward different suggestions for the three participants in the LSEC scene of T-platform fashion products: T-platform fashion product LSEC,T-platform fashion product carrying anchor,and T-platform fashion product consumers.At the end,the insufficiency in the research process is proposed. |
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