Research on the Influencing Factors of Users' Purchasing Behavior of Live Broadcast E-commerce

[Purpose/significance] The research on the users’ purchasing behavior of live broadcast E-commerce is of great significance for the development of live broadcast E-commerce, which is conducive to the targeted adjustment and improvement of live broadcast strategy. [Method/process] This paper studies...

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Autores principales:	Huang Wei, Wang Shanshan, Dai Xinyu
Formato:	article
Lenguaje:	ZH
Publicado:	LIS Press 2021
Materias:	live broadcast E-commerce Bibliography. Library science. Information resources Z
Acceso en línea:	https://doaj.org/article/511b333eab9340bbb516eec0248d4db0
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id	oai:doaj.org-article:511b333eab9340bbb516eec0248d4db0
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spelling	oai:doaj.org-article:511b333eab9340bbb516eec0248d4db02021-11-24T07:22:06ZResearch on the Influencing Factors of Users' Purchasing Behavior of Live Broadcast E-commerce 10.13266/j.issn.2095-5472.2021.0302095-5472https://doaj.org/article/511b333eab9340bbb516eec0248d4db02021-11-01T00:00:00Zhttp://kmf.ac.cn/p/264/https://doaj.org/toc/2095-5472[Purpose/significance] The research on the users’ purchasing behavior of live broadcast E-commerce is of great significance for the development of live broadcast E-commerce, which is conducive to the targeted adjustment and improvement of live broadcast strategy. [Method/process] This paper studies the influencing factors of users' purchasing behavior of live broadcast E-commerce, constructs an index system from four aspects of anchor ability, commodity information, user attribute, and comprehensive ability of live broadcast team, and draws a conclusion with an example. Through the release of questionnaires and expert consultation to collect data, this paper uses fuzzy comprehensive evaluation method for the first evaluation of all levels of indicators, then uses analytic hierarchy process for pairwise comparison, builds a matrix, gets the final weight, and accurately analyzes the influencing factors of users’ purchasing behavior. [Result/conclusion] Credibility of commodity information and comprehensiveness of commodity display are the first major factors of affecting users’ purchasing behavior. Under segmentation, the most important factors are commodity quality, information detail level and online reputation, follow by the professional ability of the anchor. There are great differences between users of different ages which influenced by anchors with different social identities, and real-time comment interaction is easier to promote user consumption. The continuous penetration of online shopping in the public makes the audience of middle and old users watching live broadcast E-commerce expand gradually, and has a strong development potential.Huang WeiWang ShanshanDai XinyuLIS Pressarticlelive broadcast E-commerceBibliography. Library science. Information resourcesZZHZhishi guanli luntan, Vol 6, Iss 6, Pp 0-0 (2021)
institution	DOAJ
collection	DOAJ
language	ZH
topic	live broadcast E-commerce Bibliography. Library science. Information resources Z
spellingShingle	live broadcast E-commerce Bibliography. Library science. Information resources Z Huang Wei Wang Shanshan Dai Xinyu Research on the Influencing Factors of Users' Purchasing Behavior of Live Broadcast E-commerce
description	[Purpose/significance] The research on the users’ purchasing behavior of live broadcast E-commerce is of great significance for the development of live broadcast E-commerce, which is conducive to the targeted adjustment and improvement of live broadcast strategy. [Method/process] This paper studies the influencing factors of users' purchasing behavior of live broadcast E-commerce, constructs an index system from four aspects of anchor ability, commodity information, user attribute, and comprehensive ability of live broadcast team, and draws a conclusion with an example. Through the release of questionnaires and expert consultation to collect data, this paper uses fuzzy comprehensive evaluation method for the first evaluation of all levels of indicators, then uses analytic hierarchy process for pairwise comparison, builds a matrix, gets the final weight, and accurately analyzes the influencing factors of users’ purchasing behavior. [Result/conclusion] Credibility of commodity information and comprehensiveness of commodity display are the first major factors of affecting users’ purchasing behavior. Under segmentation, the most important factors are commodity quality, information detail level and online reputation, follow by the professional ability of the anchor. There are great differences between users of different ages which influenced by anchors with different social identities, and real-time comment interaction is easier to promote user consumption. The continuous penetration of online shopping in the public makes the audience of middle and old users watching live broadcast E-commerce expand gradually, and has a strong development potential.
format	article
author	Huang Wei Wang Shanshan Dai Xinyu
author_facet	Huang Wei Wang Shanshan Dai Xinyu
author_sort	Huang Wei
title	Research on the Influencing Factors of Users' Purchasing Behavior of Live Broadcast E-commerce
title_short	Research on the Influencing Factors of Users' Purchasing Behavior of Live Broadcast E-commerce
title_full	Research on the Influencing Factors of Users' Purchasing Behavior of Live Broadcast E-commerce
title_fullStr	Research on the Influencing Factors of Users' Purchasing Behavior of Live Broadcast E-commerce
title_full_unstemmed	Research on the Influencing Factors of Users' Purchasing Behavior of Live Broadcast E-commerce
title_sort	research on the influencing factors of users' purchasing behavior of live broadcast e-commerce
publisher	LIS Press
publishDate	2021
url	https://doaj.org/article/511b333eab9340bbb516eec0248d4db0
work_keys_str_mv	AT huangwei researchontheinfluencingfactorsofuserspurchasingbehavioroflivebroadcastecommerce AT wangshanshan researchontheinfluencingfactorsofuserspurchasingbehavioroflivebroadcastecommerce AT daixinyu researchontheinfluencingfactorsofuserspurchasingbehavioroflivebroadcastecommerce
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Research on the Influencing Factors of Users' Purchasing Behavior of Live Broadcast E-commerce

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