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Research on the Influence of the E-Commerce Live Broadcast Marketing Model on Sichuan Consumer Purchase Intention in Luxury Goods

Yi Wang


With the flow dividend of traditional e-commerce diminishing, the growth rate of e-commerce users is slowing down; the major e-commerce platforms need content innovation and new flow portals. E-commerce live streaming has become one of the breakthroughs for the media, and its growth prospects depend on whether the live streaming users can turn into orders. Based on the characteristics of China’s e-commerce live streaming platforms and users, this paper studies the impact of e-commerce live streaming on consumers’ purchase intentions in terms of the total buying value with product value; total purchase cost with currency cost and energy cost; and interaction with content interaction and service interaction. The three research objectives are; to explore the economic impact of the e-commerce live-streaming marketing model on luxury goods, to evaluate the influencing factors relating to Sichuan consumer purchase intention in luxury goods, and to make proper suggestions for e-commerce with better services to luxury goods purchasers.


E-Commerce Live Broadcast Marketing Model; Sichuan Consumer Purchase Intention; Luxury Goods

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DOI: http://dx.doi.org/10.18686/fm.v7i5.6525