Research on the Factors Influencing of Chinese Female Consumers' Purchase Intention in Live Streaming E-commerce

Purpose: The purpose of this research is to analyze and evaluate factors affecting Chinese female consumers' purchase intention in Live streaming e-commerce Theoretical framework: In the e-commerce live streaming room, anchors, products and scenes will affect the perceived value of consumers from multiple angles, and then affect the purchase intention.  Design/methodology/approach: In order to examine the relationship between anchors, products, streaming room atmosphere, etc. women's purchase intention, we designed survey questions, tested ten hypotheses, and used regression analysis to summarize the research results. Research results: SPSS statistical software was used to investigate the correlation between independent variables and the above hypotheses by principal component analysis . It showed that there was a definite relationship between the communication mode of anchors, anchor popularity, anchor interaction, product value information, product price discount, brand awareness, brand awareness, Live streaming atmosphere and female purchase intention. Research, Practical & Social implications: For all participants in live streaming e-commerce, it is necessary to fully understand what factors will affect the consumption willingness of Chinese women. Originality/Value: Under the mode of "e-commerce + live network broadcast", academic research on the purchase intention or behavior of Chinese female consumers in live e-commerce broadcast is scarce. This paper draws relevant conclusions through a certain number of hypothesis tests, which is a supplement to the research on consumers' purchase intention under the background of network broadcast.