Factors Analysis of Consumers' Purchasing Intention Under the Background of Live E-commerce Shopping

With the development of 5G network, artificial intelligence, cloud computing, big data and other digital technologies, we have witnessed the E-commerce live broadcasting industry has also jumped on this fast train, injecting fresh blood into People’s Daily shopping. The main contribution of this paper is to combine theory with practice to build a model from three aspects: people, goods and market, set up assumptions, and analyze the purchasing factors that affect people’s daily shopping. Using SmartPLS software to conduct descriptive statistics, reliability analysis and validity test on the collected questionnaires, the following conclusions and research objectives are drawn: the interactivity of live-streaming, entertainment of live-streaming, promotion price of live-streaming and opinion leaders will have a significant impact on consumers’ cognition and emotion, and meanwhile, cognition and emotion will have a significant impact on consumers’ purchase intention. Opinion leaders have the greatest impact on consumers’ willingness to purchase.