Research On The Influencing Factors Of Consumer Purchase Intention In E-commerce Live Broadcast

In recent years,e-commerce live streaming has developed rapidly,attracting more and more consumers’ attention,and has also attracted a large number of platforms and merchants to settle in,becoming a new outlet in the e-commerce industry.E-commerce live streaming provides consumers with a more intuitive,more real and more convenient purchase experience,which well integrates the practical characteristics of traditional e-commerce and the entertainment characteristics of live broadcasting,which is loved and sought after by consumers,and shopping through e-commerce live streaming has gradually become a new normal of consumption.However,the development time of e-commerce live broadcast is still short,the development mechanism is not yet mature,and problems such as "overturning" of live broadcast products,false publicity,uneven quality of anchors and difficulty in after-sales rights protection have gradually been exposed,resulting in the purchase conversion rate of products is not ideal,how to increase consumers’ participation and stay time in the e-commerce live broadcast room,and improve consumers’ willingness to purchase has become a key concern of live broadcast platforms and merchants.Therefore,in order to promote platforms and merchants to better serve consumers and achieve the healthy development of e-commerce live broadcasting,it is necessary to conduct in-depth research on the purchase intention of e-commerce live broadcast consumers.This study combines Stimulus Organism Response(SOR)theory and Elaboration Likelihood Model(ELM)to summarize the five key influencing factors of e-commerce live streaming from the aspects of product and anchor,regard them as external stimulus variables affecting consumers’ purchase intention,and then divide the perceived value into two dimensions,perceived practical value and perceived hedonic value,respectively,as the mediating variables of the central path and the edge path,respectively,to construct the model of consumer purchase intention of e-commerce live broadcast from the perspective of ELM,so as to explore the influencing factors and influencing paths of consumer purchase intention in e-commerce live broadcast.Based on the 340 valid data collected by the online questionnaire method,the collected data were analyzed and empirically tested with the help of SPSS26.0.It is found that: first,product quality,price concessionality,anchor attraction and anchor interaction have a significant positive impact on purchase intention,but the impact of anchor professionalism on purchase intention is not significant.Second,under the central path,product quality and price concessionality affect consumers’ purchase intention through the perception of practical value;Third,under the edge path,anchor professionalism,anchor attraction and anchor interaction affect consumers’ purchase intention through hedonic value.Based on the above research conclusions,this study proposes to ensure product quality and create price advantages for merchants settled on live streaming platforms.Strengthen interactive guidance and shape the image of anchors;Establish emotional connections and reinforce perceived value;Establish a communication team to provide rich information and other suggestions;For e-commerce live streaming platforms,it is proposed to raise the entry threshold and strengthen its own supervision;Customize marketing plans to achieve accurate push and other suggestions.It is expected to provide theoretical guidance for e-commerce live streaming platforms and merchants to carry out marketing activities and promote the healthy development of the e-commerce live streaming industry.