Research on the Influencing Factors of Users' Purchasing Behavior of Live Broadcast E-commerce

Abstract

[Purpose/significance] The research on the users’ purchasing behavior of live broadcast E-commerce is of great significance for the development of live broadcast E-commerce, which is conducive to the targeted adjustment and improvement of live broadcast strategy. [Method/process] This paper studies the influencing factors of users' purchasing behavior of live broadcast E-commerce, constructs an index system from four aspects of anchor ability, commodity information, user attribute, and comprehensive ability of live broadcast team, and draws a conclusion with an example. Through the release of questionnaires and expert consultation to collect data, this paper uses fuzzy comprehensive evaluation method for the first evaluation of all levels of indicators, then uses analytic hierarchy process for pairwise comparison, builds a matrix, gets the final weight, and accurately analyzes the influencing factors of users’ purchasing behavior. [Result/conclusion] Credibility of commodity information and comprehensiveness of commodity display are the first major factors of affecting users’ purchasing behavior. Under segmentation, the most important factors are commodity quality, information detail level and online reputation, follow by the professional ability of the anchor. There are great differences between users of different ages which influenced by anchors with different social identities, and real-time comment interaction is easier to promote user consumption. The continuous penetration of online shopping in the public makes the audience of middle and old users watching live broadcast E-commerce expand gradually, and has a strong development potential.

Keywords

• live broadcast E-commerce