The Influencing Factors of Live Broadcast Marketing of Beauty Products on Consumers' Purchase Intention

Abstract

 Abstract

       In recent years, e-commerce live streaming has become a strong support for China’s economic development. The COVID-19 epidemic has further prompted more companies to use e-commerce live, and some problems have emerged in the industry after the epidemic. Therefore, the researchers felt the need to examine the influencing factors of live broadcast marketing on consumers’ purchase intention. The purposes of the study were to (1) identify the factors that affect consumers’ purchase intention in e-commerce live broadcast marketing, and (2) explore the interaction mechanism between various factors. It was expected that the obtained findings would generate practical implications for practitioners in the e-commerce live broadcast industry. Beauty products were used as an example to conduct research. A questionnaire was constructed with acceptable validity and reliability through the Questionnaire Star APP, and the questionnaire was distributed to viewers of the beauty live broadcast room with the highest popularity on the live broadcast platform. A total of 403 valid responses were collected and analyzed for descriptive statistics, correlation and linear regression. The research results were (1) The six variables of anchor professionalism, high-quality content, preferential promotions, high interactivity, consumer perceived value and consumer perceived trust affect consumers’ purchase intention. (2) Both consumer perceived value and consumer perceived trust have a positive impact on consumers’ purchase intention; and anchor professionalism, high-quality content, preferential promotions, and high interactivity have a direct impact on consumer perceived value and consumer perception. Trust also has a positive impact. The implications of the findings for e-commerce live broadcast marketing platforms, practitioners and managers lie in the professional training of anchors, established supervision and assessment mechanism, the audience perception and interactive experience, and platforms’ diversified promotional activities to further attract consumers.

 Keywords: Live streaming marketing, SOR model, purchase intention, perceived value, perceived trust