The Study of Factors Influencing Consumer Purchase Intentions in Social Media Live Broadcast

Currently, consumers buy commodities or services in social media live broadcast is one of the main ways of their consumption, therefore, this paper aims at the common problems appeared in social media live broadcast to find out the factors affecting consumers' purchase decision in ordered to enhance the remuneration of platforms, enterprises, anchors, merchants, consumers and other bodies in social media live broadcast. By analyzing the current status of social media live broadcast, and using the perceived value theory and SOR theory, this paper has identified the main elements that influence consumers willingness to make purchases in live broadcasts, which includes the anchor, and the product brand, live broadcast environment and other factors, and explores the role of these factors on consumers purchase intention in the hope of improving the comprehensive return rate of social media live broadcast. We hope that this conclusion can contribute to the theoretical knowledge and the practical field of social media live broadcast.