Research On The Influencing Factors Of Consumers’ Purchase Intention In E-commerce Live Situation

Since 2016,Taobao,Mogujie and other platforms have innovatively developed the shopping mode of e-commerce live streaming by combining e-commerce and live streaming,and with the development of network technology and the recurrence of the COVID-19 pandemic,shopping through e-commerce live streaming has also become another major way for consumers to shop online.At present,many live broadcast platforms have emerged,and now major Internet companies are participating in this competition.In just a few years of rapid development,the competition between enterprises has become very fierce.In the face of new forms,how to promote consumers to place orders and get more consumers’ attention has become a topic that must be faced at present.This research aims at the groups who have watched e-commerce live broadcasts,and establishes a theoretical model based on the ABC attitude theory.The independent variables of this paper are anchor factor(interactivity,professionalism and reputation),system factor(system quality and appearance),product factor(product quality,product offer and product brand image),intermediate variable is perceived value and trust,dependent variable is purchase intention,and moderating variable is habit.In this paper,a total of 389 valid questionnaires were obtained by literature research,questionnaire survey and data analysis.SPSS 23.0 and AMOS 23.0 software were used to compare the data.The conclusions are as follows:(1)The professionalism,interactivity and reputation of anchors have a significant positive impact on trust;(2)The popularity and interactivity of anchors have a significant positive impact on trust and perceived value;(3)Anchors’ professionalism has a significant positive effect on trust,but has no effect on perceived value;(4)Both system quality and system appearance have positive effects on perceived value,but system quality has no effect on trust;(5)Product quality,product preference and product brand image have significant positive effects on trust and perceived value;(6)Trust and perceived value have a significant positive impact on purchase intention;(7)Habits play a moderating role in perceived value,trust and purchase intention.According to the hypothesis test results and cause analysis,the following suggestions are put forward:(1)strictly selected products to ensure product quality;(2)Appropriate promotion to improve product cost performance;(3)Select excellent anchors to improve their live broadcasting skills;(4)Pay attention to system maintenance and improve user experience;(5)Cultivate customer habits.In the context of the new situation of e-commerce live broadcast,this paper explores the factors affecting consumers’ purchase intention based on the ABC attitude model.This paper expands the application of consumer habits in the field of e-commerce live streaming to a certain extent.The research results are helpful for businesses to build better live streaming platforms and help them adopt effective live broadcast marketing strategies to promote consumers’ purchase intention。...