Research On The Influencing Factors Of Consumer Purchase Decision In The Context Of Live Broadcast Of Imported Cross-Border E-commerce

With the rapid development of the Internet industry,consumers’ shopping patterns have changed from traditional offline shopping to online shopping,and the development of e-commerce has changed consumers’ purchasing decision-making behavior patterns.In the past three years,the new crown epidemic,which can be called the "Third World War",has given birth to the "stay-at-home economy",and live streaming has become a phenomenal marketing tool.In recent years,under the background of favorable national foreign trade policies,many leading traditional ecommerce companies have also set foot in the cross-border e-commerce industry.The advantages of "sharing global good things" among global consumers have successfully been favored by consumers.From the "Daigou" 1.0 era of cross-border shopping for overseas students to the "Haitao" 2.0 era of cross-border purchasing agents to the "Cross-border Import" 3.0 era,cross-border e-commerce imports have mushroomed in the past ten years.The upgrading of consumption has kept the market demand and turnover of imported products on a significant growth trend.However,since cross-border e-commerce is still an emerging industry,it has only slowly entered the public’s field of vision in recent years.Many companies are also making various effective explorations.The small scale of the cross-border e-commerce industry,coupled with the influence of various factors of overseas live broadcast shopping,has led to a low level of trust and acceptance of cross-border shopping by domestic consumers.Under the live broadcast mode of cross-border e-commerce,what factors determine consumer decision-making preferences,and what is the influencing mechanism,will help import cross-border e-commerce platforms achieve better development,catch up with the new upsurge of cross-border economy,and in turn help live broadcasting Marketers in the industry realize higher services and help domestic consumers avoid shopping risks.First of all,by sorting out the relevant literature,combined with the grounded theory qualitative research method,the evaluation of the live broadcast room of the imported cross-border e-commerce platform and the network content text of Xiaohongshu are coded step by step to extract the factors that affect consumers’ purchase decisions.On the basis of the S-OR theoretical framework,the conceptual model of this article is constructed,and the Likert 5-level scale is designed to collect the research data of this article through questionnaires.By sorting out and summarizing the previous literature,a hypothesis is put forward for this research.Use SPSS24.0 software to conduct descriptive statistics,correlation analysis,regression analysis,and mediation effect test on valid samples.The following conclusions are drawn: First,under the imported cross-border ecommerce live broadcast mode,anchor image,product service,promotional incentives,shopping atmosphere,interpersonal interaction,and opportunity cost perception all have a significant positive impact on consumers’ purchase decisions.Second,factors such as anchor image,product service,promotional incentives,shopping atmosphere,and interpersonal interaction have a significant positive impact on consumers’ perceived value.The assumption that opportunity cost perception affects consumers’ perceived value has not been confirmed.Third,perceived value has a significant positive impact on consumer purchasing decisions.Fourth,in consumers’ purchase decisions,the perceived value of the anchor’s image,product service,promotional incentives,shopping atmosphere,and interpersonal interaction can play a role as a medium to a certain extent,but when consumers perceive opportunity cost to purchase These factors do not play a mediating role in the impact of the decision.Secondly,on the basis of empirical research,combined with the live broadcast of Tmall Global’s import cross-border e-commerce platform,the five levels of user experience in the live broadcast room are analyzed,the advantages and disadvantages of the platform are extracted,and relevant development suggestions are submitted.Finally,based on the above research conclusions,this paper provides feasible suggestions for the multiple subjects participating in the import cross-border e-commerce live broadcast-KOL groups,imported crossborder e-commerce live streaming platforms,and Haitao consumers themselves,optimize the business environment of the platform,and improve the online marketing conversion rate of the imported cross-border e-commerce platform.