Research on the Mechanism of Consumers’ Purchasing Behavior Model under the Influence of Direct Broadcast E-commerce
Author:Dongbo Wang,Jieying Huang Author Unit: Department of information management and Engineering, Neusoft Institute Guangdong, Foshan528225, Guangdong, Peoples Republic of China College of Vocational Education, South China Normal University, Foshan528200, Guangdong, Peoples Republic of China
Abstract：With the thousand broadcast war sounded, all platforms are fighting to improve the popularity and conversion rate. How to improve the quality of e-commerce live broadcasting becomes the social focus in commerce. But all changes are inseparable from their ancestors, the core of the answer is starting from the needs of consumers, focus on the causes of their consumption behaviors to find business opportunities to probe into in live broadcasting. Therefore, this article is based on SOR model, constructs the anchor, live atmosphere and environment factors such as social atmosphere influence on consumer buying behavior, looking for the consumer purchase behavior cognition, attitudes, and emotional reasons, such as trust, pleasure arousal, as well as the impulse buying behavior, herd consumer behavior and consumer behavior characteristics, such as fans to a live audience of rational consumption to provide their own understanding of knowledge, and provide reference and help for Internet marketing.
Keywords：Live broadcast; Consumer behavior ; SOR theory anchor
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