| Issue |
E3S Web Conf.
Volume 409, 2023
International Conference on Management Science and Engineering Management (ICMSEM 2023)
|
|
|---|---|---|
| Article Number | 05007 | |
| Number of page(s) | 10 | |
| Section | Economic and Social Effects | |
| DOI | https://doi.org/10.1051/e3sconf/202340905007 | |
| Published online | 01 August 2023 | |
Research on the Impact of E-commerce Live Broadcast on Consumer Purchase Behavior under Perceived Value
Faculty of Economics and Management, Xian University of Technology, Xian 710054, People’s Republic of China
* e-mail: JiaLeHou1998@foxmail.com
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.
Key words: Structural equation model / Perceived value / Live delivery
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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