Analysis of Influencing Factors of Online Live Shopping on Consumer's Purchase Intention∗

On the basis of stimulus-body-response model (S-O-R model) and innovation diffusion theory (IDT), this paper puts forward and constructs a comprehensive model of the influencing factors of online live shopping on consumers' purchase intention: the comprehensive model SOR-IDT online live shopping. Collect experimental data through questionnaire surveys, and the hypothesis of the theoretical model is verified by using the structural equation model. It is found that commodity price, commodity quality, real-time interaction, e-commerce platform reputation, anchors professionalism have a significant impact on consumers' risk perception, commodity quality and anchors professionalism have a significant impact on consumers' perceived shopping value, and perceived risk, perceived shopping value and real-time interaction have a direct and significant impact on consumers' purchase intention. It has theoretical and practical significance for the development of online live shopping industry.