| In recent years,e-commerce technology has developed rapidly,and its live streaming platform has a significant impact on online sales of tea.Tea has a unique commodity category compared to other products.with strong regional characteristics and the characteristics of being susceptible to moisture and deterioration,which greatly limits its trading radius;In addition,there are issues such as asymmetric information between urban and rural areas,traditional e-commerce that only use simple graphic and textual forms to display product information,and people’s understanding of tea is only superficial and not comprehensive,which puts tea at a disadvantage in traditional online trading.The use of ecommerce live streaming has not only expanded sales channels and scope,improved enterprise marketing capabilities,and successfully overcome this situation,thereby achieving a visual display of tea products from the original ecology and origin in front of users,enabling users to see the production process and process,with a more authentic sense of experience.At the same time,through professional product introductions,it can increase their trust and interest;In addition,the announcer’s commentary also increases users’ understanding and feelings,thereby improving the conversion rate of users,and providing a favorable guarantee for the sustainable development of the enterprise.Although e-commerce live streaming has once again promoted the development of online marketing,But due to its simplicity,many merchants’ live streaming content is seriously homogenized,unable to meet personalized needs,and the live streaming effect is not ideal.For tea e-commerce live streaming,how to achieve a good sales transformation and how to deal with the strong professionalism and complexity of the tea e-commerce live streaming itself? Further research and exploration are still needed.This article mainly studies the e-commerce live streaming of tea.Firstly,it analyzes the relevant data and uses the S-O-R model to explore the main effects of tea live streaming on user purchasing behavior,starting with the characteristics of the host and the product.The basic theoretical model is formed.Firstly,the relationship between the role of tea in the live streaming of the host,product characteristics,cognitive evaluation,emotional trust,and shopping behavior is determined.Referring to other measurement questions,data were collected using a questionnaire star,and reliability,validity,and correlation regression analysis were conducted using SPSS22.0 and AMOS24.0 to test hypotheses.The results show that during the live broadcast process,the professionalism and charm of the anchor will positively reflect the cognitive value of the audience;There will be a positive correlation between the audience’s cognitive value and shopping willingness;The three characteristics of cognitive value network anchors have partial intermediary functions between shopping behavior,product characteristics,and shopping behavior.Finally,based on the research results,from the perspective of anchor characteristics,product characteristics,audience perceived value,and other aspects,provide corresponding practical suggestions for creating high-quality tea e-commerce live streaming.The research results not only refine the research on the e-commerce live streaming industry,but also provide some reference for the tea e-commerce live streaming industry. |
