Research on the Impact of E-commerce Live Broadcast on Consumer Purchase Behavior under Perceived Value

Abstract

With the advent of the Internet era, the new mode of live delivery of e-commerce has gradually entered the view of the audience. Live shopping through its strong interactivity, accurate transmission, content diversification, Quickly become the hottest online shopping mode. In this paper, through the relevant research on the impact of the live broadcast on on purchase behavior, a theoretical model reflecting live broadcast characteristics, perceived value and consumer purchase behavior is constructed and empirical research is carried out. The results show that the popularity, interactivity and personalized service of anchors in webcasts positively affects consumer purchase behavior; perceived value plays an intermediary role between live broadcast characteristics and purchase behavior.

Keywords

• structural equation model
• perceived value
• live delivery