Research on the Factors that Influence Network Broadcast on Consumers’ Purchase Intention

Abstract

With the rapid development of network technology and the acceleration of the scale of Internet users, online shopping has become a shopping choice in the daily life of the general public. In recent years, the development of network broadcast has promoted the competition of enterprise marketing and product marketing to become more and more ferce, and the income of network broadcast has become signifcant. When watching a live network broadcast, consumers will get an immersive and pleasant experience through the characteristics of the host, generate trust in the host and the product, and thus generate purchase intention. According to the characteristics of network live marketing platform and network consumers, this paper studies on the basis of analyzing the existing literature. In this study, questionnaires afecting consumers’purchase intention on live streaming were issued through the online platform of Star network, including live streaming interac-tion, live streaming entertainment, live streaming income, opinion leaders, trust, etc. SPSS23.0 was used to conduct descriptive statistics, reliability, correlation analysis and regression analysis on the valid questionnaire, to fnd out the relationship between consumers’purchase intention of online live marketing products and various infuencing factors, and verify the validity of the hypothesis. The results show that live entertainment, live income and trust all have positive and direct signifcant efects on consumers’live purchase intention. Finally, accord-ing to the research results, reasonable suggestions are put forward for enterprises, live broadcast platforms and consumers, the shortcomings of this research are summarized, and the prospect of this research is prospected.