网络直播带货的消费者购买行为影响因素研究

AbstractLive in recent years,the network infrastructure construction with thedevelopment of information technology and widely laid get rapid development,since2015,with the trend into the public view,use webcast for promotion and marketing,with a low cost advantage in many aspects and can carry on the real-time interactionwith the user,so was introduced to obtain high recognition market.Live broadcastingwith goods has also become one of the current popular shopping channels.On-siteexplanation and display of products and real-time interaction with consumers canprovide consumers with a sense of immersive experience similar to online trying on,thus making up for some unavoidable deficiencies of online shopping in networkvirtualization.The background preparation and performance of anchors,the onlineparticipation of consumers as audiences,the class-based operation of all kinds ofMCN(Content Integration Organization),and the systematic operation of livebroadcast platforms jointly build the atmosphere and scene of the combination ofmarketing and consumption.Broadcast with goods to attract the attention ofconsumers in a large area,but also provide rich benefits for businesses.This articlediscusses the host broadcast live on with the goods,the influence factors of consumerbuying behavior,through the trill one of short video platform with the shipperinformation in live language,behavior,the subject aspects of personal characteristics'effect and influence on consumer buying behavior is analyzed,which provides somereferences for live take goods industry.This paper adopts case study research method,based on the predecessors'research results and live with cargo status review and summarize,extract electricitylive,under the situation of the host factors impact on consumer purchase intention,based on the consumer purchase decision,with the host language as the researchcenter,through the way of questionnaire survey,use the method of factor analysis andprincipal component analysis for data analysis,Draw conclusions and makerecommendations.This questionnaire survey is aimed at all consumers.In the designprocess,test items of various variables are designed according to the specificproblems of this paper.264 questionnaires are issued over a period of three days,