Research On The Impact Of User Trust And Value Co-Creation On Purchase Intention Under The Business Model Of Live Broadcast E-Commerce

Under the tide of digitalization,new marketing and consumption models emerge in endlessly,profoundly changing consumers’ consumption habits and concepts.In recent years,the business model of live broadcast e-commerce has been developing rapidly,and has quickly become the outlet of e-commerce marketing.It can be broadcast all the time,everyone can participate in it,and the venue is unlimited.Only one mobile phone and one computer are needed to make the product accessible to all Internet users.Online live broadcast models such as shopkeeper self-broadcast,online red tape,offline store shopping guide live broadcast,factory direct and so on have emerged in succession,Its strong traffic attraction and cash efficiency have led more and more enterprises to enter the race of live marketing and take it as the main force to increase sales.As a key field of marketing research,user behavior has an important impact on the promotion of users’ purchase intention by trusting the anchors or enterprises and participating in value co-creation.The unique attributes of live broadcast e-commerce make it more convenient for users to participate in live broadcast interaction,and users will have higher value co-creation wishes.It can be seen that the characteristics of live broadcast e-commerce will directly affect users’ participation in value co-creation and purchase intention.Based on the background of the business model of live broadcast ecommerce,this paper combs and analyzes the development trend,main characteristics,key opinion leaders of e-commerce anchors,user trust,value co-creation behavior,purchase intention and other factors of domestic and foreign scholars,and explores the impact of live broadcast ecommerce features on user trust and thus on user participation in value cocreation activities and purchase intention.First of all,determine the measurement dimensions of the characteristics of live e-commerce,user trust,user participation in value co-creation behavior,and pur-chase intention,use the Likert five-level scale to design a questionnaire,and distribute it to the Internet,mainly for customers with live e-commerce shopping experience.After screening 633 valid questionnaire samples,the data were statistically analyzed,and the validity and reliability of the design scale was verified using SPSS 22.0.Based on the S-O-R model theory,the impact relationship model between the characteristics of live broadcast e-commerce,user trust,user participation in value co-creation behavior,and purchase intention was built,and the research hypothesis was put forward.Amos 26.0 was used to construct structural equations for hypothesis verification.The test results show that:under the characteristic dimension of live streaming e-commerce,the key opinion leaders and product information of e-commerce anchors have a significant positive impact on user trust,while the impact of live streaming atmosphere on user trust is not significant.The positive impact of key opinion leaders of e-commrce live broadcast on user trust is reflected in the professionalism,popularity and attractiveness of the anchors.The anchor can improve the dependence and trust of users by enhancing their professionalism,providing high-quality content continuously and providing comprehensive product information.User trust has a significant positive impact on user participation in value co-creation and purchase intention.User value co-creation plays an intermediary role in the positive relationship between user trust and purchase intention.Ecommerce anchors and enterprises should focus on building a lasting trust relationship with users,improve the interaction mechanism,and promote users to participate in value co-creation activities,so as to enhance users’willingness to buy.Based on the most popular live broadcast e-commerce marketing model at present,after studying and analyzing the characteristics of live broadcast e-commerce,three dimensions are extracted from three angles of people and goods to explore the characteristics of live broadcast ecommerce,which enriches the previous research on the impact mechanism only from the perspective of e-commerce anchors.In addition,based on the strong interactivity of live e-commerce,when discussing users’participation in value co-creation behavior,based on the perspective of value co-creation interaction behavior,the value co-creation behavior is defined as "product interaction + interpersonal interaction + media interaction",which expands the breadth of users’ participation in value cocreation research under the live e-commerce model.In terms of practical value,it can provide management suggestions for e-commerce live broadcast and enterprises to promote consumers’ willingness to buy.