Research On The Influencing Factors Of Live Streaming On Consumers’ Purchasing Behavior

With the development of science and technology,online consumption relying on the Internet as a platform continues to maintain a strong growth momentum.Especially affected by the epidemic,the development of traditional consumer industries such as catering and tourism has almost stagnated,which has accelerated the development of the "home economy" such as live streaming and shopping.However,due to the fact that live streaming is an emerging industry in recent years,it has only experienced a short period of development from 2016 to now.There is relatively little research in the academic community related to this,and live streaming is currently in a period of rapid development in the industry.So it is particularly important to study which factors will affect consumer purchasing behavior in the context of live streaming sales,and to delve into the impact paths of each influencing factor.Based on this background,this article summarizes the influencing factors of live streaming sales on consumer purchasing behavior based on existing relevant literature,and proposes four independent variables of this article,namely price discount attribute,anchor personal charm,instant interaction attribute,and convenient interaction attribute.Secondly,based on SOR theory,this paper puts forward research hypotheses and theoretical models,designs questionnaires and collects data,processes and analyzes the collected data,uses SPSS and other related software to analyze the reliability and validity of the data,and uses SEM structural equation model to test research hypotheses and mesomeric effect.The final conclusion is that the attributes of price discounts,anchor personal charm,and instant interaction not only positively affect consumers’ perceived trust and perceived value,but also directly have a significant impact on their purchasing behavior.The convenience entertainment attribute positively affects consumers’ perceived trust and perceived value,but the direct impact on consumers’ purchasing behavior is not significant.In addition,perceived trust and perceived value both positively affect consumers’ purchase behavior,and there is a mesomeric effect between perceived trust and perceived value and consumers’ purchase behavior in the above four dimensions.Finally,based on the research process and conclusions,this article proposes relevant suggestions and opinions for enterprises and consumers who are currently engaged in live streaming sales and are about to enter this field.At the same time,the research shortcomings and future prospects of the paper were summarized in order to promote more in-depth research in this field.