Live Streaming Of Consumer Purchase Intention Analysis

Online live streaming with goods is based on the development of the Internet and the birth of a new format,with a broad market and huge profit space,online live shopping to fill the gap in the traditional shopping methods,but there are also some problems,this article aims to study the factors affecting the willingness of live streaming consumers to buy,to help the platform,live streaming goods parties and merchants better understand consumers,and then further optimize the network live streaming with goods industry.This paper analyzes the factors affecting the purchase willingness of consumers with goods with online live broadcasting from both micro and macro levels,and puts forward feasible suggestions.Based on the microscopic perspective,an empirical analysis of consumers’ purchase intentions is conducted,and the study consists of consumers’ purchase intentions in the context of live streaming and the game between consumers and live streaming parties.In the part of purchase willingness,using the UTAUT2 model,combined with the actual situation,the variables are deleted and modified,and the theoretical model of consumer acceptance behavior of live streaming with goods is constructed,the purpose is to explore the key factors affecting consumers’ purchase willingness in the context of online live shopping;based on the macro perspective,the static game and evolutionary game of complete information are used for consumers and live streaming parties,and the reputation mechanism is introduced,which deeply explores the game relationship and strategic choice between consumers and live streaming parties.The aim is to find other factors that influence consumers’willingness to buy by studying their strategic choices.Based on the above analysis,the following main conclusions are obtained:performance expectations,effort expectations,social impacts,promotion factors,price value and individual innovation have a significant positive impact on consumers’ willingness to buy;perceived risk has a significant negative impact on consumers’ willingness to buy;and the decision-making of the live streaming party when bringing goods affects consumers’ willingness to buy.According to the conclusions of the study,this paper puts forward feasible suggestions from the perspective of consumers,the perspective of live streaming carriers,the perspective of live broadcast platforms and the supervision of policies and supervision.