Research On The Influencing Factors And Improvement Strategies Of Consumers’ Purchase Intention Under E-commerce Live Broadcast

With the gradual upgrading of new scenarios,new formats and new applications of online shopping consumption.More and more consumers choose to consume in e-commerce live broadcast,and e-commerce live broadcast has quickly become a hot spot in the e-commerce industry.However,with the rapid development of e-commerce live broadcasting,a series of new problems related to products,anchors,promotions and services have emerged.Previous studies on these problems still lack systematic and comprehensive cognition.Therefore,through the research on the influencing factors of consumers’ purchase intention,this paper puts forward the improvement strategy of e-commerce live broadcasting,which has very important theoretical guiding significance and practical reference significance for the healthy development of e-commerce live broadcasting industry.Taking the e-commerce live broadcast as the research background,taking the influencing factors of consumers’ purchase intention of e-commerce live broadcast as the research object,based on sor model and relevant theories such as consumers’ purchase decision and attitude,using empirical research methods,from the perspective of consumers’ perceived value and emotional attitude,it is assumed that four factors:product,anchor,promotion and service will positively affect the online purchase intention of e-commerce live broadcast users,and a research model is established.Combined with the questionnaire to collect data,using spss21 0 and amos24 0 software analyzes the collected data and obtains the following research results:First,product factors,anchor factors,promotion factors and service factors have a positive and significant impact on consumers’ perceived value.Second,anchor factors,promotion factors and service factors have a positive and significant impact on consumers’ emotional attitude,while product factors have no significant impact on consumers’ emotional attitude.Third,consumers’ perceived value and emotional attitude have a positive and significant impact on consumers’ purchase intention.Compared with the existing research,this paper proposes a new theoretical model and gives a more comprehensive improvement strategy for e-commerce live broadcasting,which provides a certain practical and theoretical reference for the development of e-commerce live broadcasting.