Research on Consumers' Purchase Intention of Taobao Live E-Commerce Platform

ABSTRACT

With the impact of the novel coronavirus on the global economy, the role of live e-commerce as an engine to drive economic and social development has become more and more prominent. In order to further promote the positive development of Taobao Live platform, this article uses SOR theory, multi-dimensional factors such as "people, goods and venues"as stimulus variables, introduces perceived value and perceived risk as mediating variables, and demographic characteristics as moderating variables to construct a model of consumers' purchase intention on Taobao Live e-commerce platform and put forward corresponding hypotheses, and uses SPSS 26.0 and AMOS 24.0 to analyse 223 questionnaires collected to study the influencing factors of consumers' purchase intention and provide corresponding suggestions. The study shows that consumer perceived value and perceived risk have significant effects on consumer purchase intention;anchor professionalism, consumer herd mentality and situational factors have significant effects on consumer perceived value;anchor professionalism, consumer impulsive traits and herd mentality have significant effects on consumer perceived risk;some demographic characteristics play a moderating role in the process of perceived value and perceived risk on consumer purchase intention. © 2022 ACM.