Research On The Influencing Factors Of Live-streaming Marketing

In the context of the deep integration of digital technology and traditional economy,e-commerce live-streaming marketing,an economic model that combines the advantages of Internet shopping and Internet live-streaming,emerged as the times require.Driven by the era of the epidemic,it has entered a period of explosive growth.On the one hand,e-commerce live-streaming marketing is favored by brand merchants because of its advantages of high interactivity and high convenience;On the other hand,as there are more and more entrants,the competition between merchants is also more intense.In this case,exploring the factors affecting e-commerce live-streaming marketing to help merchants conduct more accurate marketing is of great significance for how to improve the effect of e-commerce live-streaming marketing in a targeted manner and become more competitive in the market.Based on the ABC consumer attitude theory model,based on the Model of Information Systems Success,AISAS marketing theory and previous research,this paper divides the independent variables into three dimensions:platform characteristics,anchor characteristics and link characteristics in live broadcasts,identifying Consumer Trust and Consumer Purchase Intention as Mediating Variable and Dependent Variable;then,based on literature research,the relationship between variables is assumed,and variable items are set based on mature scales at home and abroad;in the formal survey,distributed the questionnaires,and used SPSS 25.0 and AMOS 24.0 software to process and analyze the data of 432 valid questionnaires recovered to verify the hypotheses.The empirical research results of this paper show that:among the factors affecting consumers’ purchase intention,the single variable has the largest and smallest influence,respectively,the anchor’s professional degree and the anchor’s personal charm,and the most influential dimension of the total dimension is the dimension of the live broadcast;consumer trust plays a mediating role in the influence of the quality of the platform information system,the influence of the platform,professionalism of the anchor,the personal charm of the anchor,and the interactive experience in the live broadcast on the consumers’ purchase intention.The biggest influence is the professionalism of the anchor.It can be seen that merchants should pay more attention to the professionalism of anchors when conducting E-commerce live-streaming marketing,and dilute the influence of Internet celebrities;they must accurately identify consumer needs,and constantly innovate the links in live broadcast;When the commercial platform conducts the e-commerce live broadcast marketing layout,it is necessary to consider the quality of the platform information system and the influence of the platform in advance,to make reasonable decisions.