Research on the dynamic link between live broadcast content, online comments and consumer purchase intention

Abstract

The purpose of the article is to reveal the actual effect of live broadcast e-commerce on factors affecting consumer purchase intention, and to help e-commerce companies and network anchors optimise live broadcast content and improve sales performance. The data of 100 live broadcasts was the research information base for quantitative analysis. Using these data the authors built the multiple linear regression model containing multiple predictor variables, and explore how these predictor variables affect consumer purchase intention. The results of the model estimation show that the predictor variables have a significant impact on consumer purchase intention and can explain 75 % of the change in sales.