Research on the influence of consumer perceived value and involvement degree on purchase intention in the context of live streaming E-commerce

Abstract

With the digital transformation of marketing methods, the transformation of traditional sales market to the field of live streaming e-commerce is accelerating. Live streaming e-commerce initially entered the market based on consumers' perceived value, and with the gradual rationalization of consumers' purchase intention, the degree of involvement in brand, enterprise behavior, marketing methods, user experience and other aspects is gradually refined and improved. This paper constructs a relationship model of perceived value, involvement degree and consumers’ purchase intention of e-commerce broadcast room by combing research literature and combining with the development status of live broadcast e-commerce. A research hypothesis is proposed and a questionnaire is designed. 536 questionnaires were distributed and empirical study concluded that anchor factor, commodity factor and scene factor positively impacted consumers’ purchase intention in e-commerce broadcast room with consumers’ perceived value and involvement playing an intermediary role. Personal factors such as occupation, gender, age and per capita disposable income also impact consumers’ purchase intention in e-commerce broadcast room.