The Study on the Influencing Factors of Consumer Purchase Intention in Live-Streaming Sales

This study focuses on the influencing factors of user purchase intention in e-commerce live streaming. Based on the SOR theory model, a research model is constructed from the perspective of consumer perception. The results show that the popularity, professionalism, and homogeneity of e-commerce streamers, as well as the price discounts and content quality in e-commerce live streaming product features, and the spatial and social presence in e-commerce live streaming presence features, can directly and positively affect users' purchase intention. At the same time, they can significantly and positively affect perceived value, and perceived value has a significant indirect mediating effect between e-commerce live streaming features and users' purchase intention.