In today's society with the rapid development of the Internet, e-commerce live broadcast has become one of the fastest-growing sales methods. It allows consumers to watch and buy the required goods more intuitively and conveniently, greatly improving the shopping experience of consumers, so it is deeply loved by the majority of users. E-commerce has gradually integrated into people's lives, and it has also subtly changed our consumption patterns. In order to adapt to the rapid development of e-commerce live broadcast field, find out the factors that affect consumers' willingness to participate online in e-commerce live broadcast platform, so as to better guide enterprises and users of e-commerce live broadcast platform to make profits. This paper constructs a simple perception model, and uses the methods of interview, questionnaire survey and literature review, and further realizes that four factors, namely, professionalism, intimacy, real-time interaction and usability of anchors, will affect consumers' willingness to participate. By sorting out the data and collecting data, using the method of qualitative analysis and quantitative analysis, the conclusion is drawn: the professionalism, intimacy, real-time interaction and ease of use of the platform of e-commerce live broadcast all positively influence users' willingness to participate. The research conclusion can strengthen consumers' willingness to buy, provide theoretical support and practical guidance for further optimizing the live broadcast e-commerce platform, and improve consumers' willingness to participate in the live broadcast platform.
e-commerce live broadcast; Professionalism; Intimacy; Real-time interaction; Ease of use; Willingness to participate
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