Research On The Impact Of Danmu Features On Consumers’ Purchase Intention Based On E-commerce Live Broadcast Platform

With the continuous update of Internet technology,online shopping through various e-commerce platforms has become the first choice for many people.At the same time,in the process of online shopping,because consumers can get better interactive experience in the direct broadcast room,more and more consumers like to buy goods directly from the direct broadcast room.In the live broadcast room,consumers will inevitably be affected by the barrage.At the same time,as an important part of online shopping,e-commerce live broadcasting has been gradually valued by scholars.How to realize the direct broadcast flow has become the focus of scholars’ research.At present,many scholars have begun to study the influence of e-commerce live broadcast on consumers’ purchase intention,which mainly involves the characteristics of e-commerce live broadcast itself and the characteristics of e-commerce anchors.However,as an important way for consumers to interact with businesses and other consumers in e-commerce live broadcast,there are relatively few studies.Through sorting out and reviewing relevant literature on e-commerce live broadcasting,danmu,sense of presence,sense of power and purchase intention,this study analyzes and summarizes the research status of core concepts and combs the research channels and collars.Barrage features can be divided into barrage density,interaction and barrage practical barrage,barrage entertaining atmosphere and a barrage of five dimensions,then based on the S-O-R model,signal theory and media richness theory,the construction of barrage characteristics influence on consumer purchase intention mechanism model,and the introduction of telepresence as intermediary variables,power as a moderator variable.In the pre-survey,147 valid questionnaires were collected through the online questionnaire star platform,and the data were processed by SPSS 21.0 and AMOS 21.0 to determine the reliability and validity of the questionnaire scale.In this study,a total of 366 valid questionnaires were obtained through questionnaire survey.SPSS 21.0 and AMOS 21.0 were used to process the questionnaire data.The final research results showed that the interaction,practicability and atmosphere of danmu had a direct impact on purchase intention.Meanwhile,spatial presence plays a mediating role in the interaction,practicability,entertainment and atmosphere of barrage on consumers’ purchasing intention,while social presence plays a mediating role in the density,interaction,practicability,entertainment and atmosphere of barrage on consumers’ purchasing intention.Social presence plays a completely mediating role in the relationship between barrage density and purchase intention.The sense of power plays a positive moderating role between the sense of presence and consumers’ purchase intention.The group with higher sense of power is more likely to produce purchase intention under the effect of the sense of presence.Finally,based on data analysis and hypothetical discussion structure,this study puts forward marketing suggestions for e-commerce platforms,livestreaming businesses on the platforms and e-commerce anchors,to help platforms and businesses improve user’s favorability and achieve higher livestreaming conversion rates.