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

The rapid development of information technology has accelerated the transformation of the marketing model.Since the rise of e-commerce live broadcasting in 2016,all walks of life have begun to transform their sales ideas and innovate their sales channels.Especially after 2020,people’s travel and shopping will be greatly hindered by the COVID-19,and the live delivery of goods on various platforms will gradually show a blowout trend.As one of the major industries,beauty makeup has created one sales myth after another in the live broadcast room.However,with the continuous saturation of the market for live delivery of beauty products,and the polarization of the performance of live delivery in the living room,how to comprehensively improve consumers’ purchase intention in a larger range has become an important practical issue.Based on this,this study,after combing and analyzing the connotation,development status and trend of e-commerce live broadcast,as well as the connotation and influencing factors of consumers’ purchase intention,combined with the flow experience theory and SOR theory,constructs an indicator system of influencing factors of consumers’ purchase intention of beauty products in the context of e-commerce live broadcast,so as to form the item design and measurement of the questionnaire,and adjust the content of the questionnaire through pre-research,Collect the original data through the official questionnaire distribution,use the factor analysis method to conduct empirical research on this issue,and select Li Jiaqi’s live broadcast room as a typical case to further analyze the influencing factors of beauty consumers’ purchase intention under the e-commerce live broadcast situation,and verify the results of empirical analysis.The main conclusions of this study are:(1)The anchor influence,degree of trust,product quality perception,price advantage,and live broadcast atmosphere are important factors that affect the purchase intention of beauty products consumers in the context of e-commerce live broadcast.The cumulative variance contribution rate of the anchor influence,degree of trust,and product quality perception is more than 50%,and the anchor influence,degree of trust,product quality perception,price advantage The cumulative variance contribution rate of five factors such as live broadcast atmosphere reaches 70%;(2)The influence of the anchor includes two aspects: professionalism and popularity.The professional interpretation enables consumers to accurately,comprehensively and clearly understand the relevant information of beauty products.The popularity represents the high level of recognition and trust accumulated by the anchor in the beauty field.The combination of the two is easier to trigger the consumption mechanism of the direct audience.The degree of trust represents the consumer’s preference for the anchor or brand.The higher the degree of trust,the lower the perceived risk and the higher the purchase intention.Product quality perception represents the psychological recognition value of consumers for beauty products.It depends on the introduction and display of the anchor on the one hand,and on the value of the product itself on the other hand.Price advantage refers to the actual discount that can be obtained when beauty products are sold in the live broadcast room rather than other channels.Price war is always an inevitable key link in marketing strategy.The live broadcast atmosphere includes two aspects: live broadcast physical scene and live broadcast information interaction.A good live broadcast physical scene construction can improve consumers’ liking for the live broadcast room,and timely information interaction with consumers can enhance consumers’ pleasure and trust,thus improving consumers’ purchase desire.(3)According to the research results,the following suggestions are put forward to improve the purchase intention of beauty products consumers in the context of e-commerce live broadcast: pay attention to the professional training of anchors and accelerate the building of anchor influence;Strengthen channel maintenance in the whole process and build consumer trust in an all-round way;Optimize the output of live broadcast content and promote the transmission of product value;Accurately plan product positioning and highlight the price advantage of live broadcast;Deeply match the product tone and create a good live broadcast atmosphere.This study comprehensively considers theories,literature achievements and practical situations,constructs a theoretical model of influencing factors of consumers’ purchase intention of beauty products in the context of e-commerce live broadcast,explores the main factors that affect consumers’ purchase intention of beauty products in the context of e-commerce live broadcast,and puts forward suggestions based on the research results,which is of great significance to e-commerce platforms and businesses to explore consumer psychology and behavior patterns,and to improve consumers’ purchase intention,It has important reference value to improve the shopping experience and satisfaction of consumers and improve the profitability of businesses.