Study On The Influencing Factors Of E-commerce Live Broadcast On The Purchase Intention Of Beauty Products Consumers

In recent years,with the rapid expansion of network technology,5G,the live broadcast industry presents the form of "thousand broadcast war",in the background of such an environment,the e-commerce industry launched the e-commerce + live sales model.This emerging sales model through the mode of live video,so that consumers can watch the product more intuitive,have a deeper understanding of the product,and then produce the willingness to buy and purchase behavior.Now e-commerce + live mode in the product type mainly covers the mother and child,clothing,gold and silver jewelry,skin care products,beauty products,etc..And the live broadcast platform is also gradually expanded from the original shopping platforms such as Taobao,Tmall and Jingdong to short video platforms of entertainment nature such as Tmall and Crypto.Based on S-O-R theory,this study compares previous literature on e-commerce live streaming,perceived value,perceived trust,and consumer purchase intention,and proposes six stimulus variables,including product content quality,product offer,live visibility,live authenticity,live interactivity,and live entertainment,to construct a model of the influence of e-commerce live streaming on consumers’ purchase intention of beauty products,starting from both the product itself and live streaming characteristics.The model of factors influencing consumers’ purchase intention of beauty products is constructed,in which consumers’ perceived trust and perceived value are used as mediating variables to influence consumers’ purchase intention.By designing and distributing questionnaires to collect data and analyzing the collected data,the results of the study show that: in the e-commerce live streaming scenario,there is a positive influence of product content quality,price offer strength,live visibility,live interactivity,live authenticity,live entertainment and consumer perceived trust,and the mediating role of perceived trust also exists;product content quality,price offer strength,live visibility,Live interactivity has a positive effect on consumers’ perceived trust,and the mediating role of perceived trust also exists,but live authenticity and live entertainment do not have a significant positive effect on perceived value,while the mediating role of perceived value between live authenticity and consumers’ willingness to purchase,and live entertainment and consumers’ willingness to purchase also does not exist.