Research on the Influence of Commodity Quality on Purchasing Intention under the Background of Live Broadcast with Goods
DOI:
https://doi.org/10.54097/fbem.v4i3.1283Keywords:
Live Broadcast with Goods, Purchase Intention, Commodity Quality, Questionnaire.Abstract
Webcast has become a new development force of e-commerce. During the epidemic period, the live broadcast and delivery of goods showed explosive growth relying on environmental factors. On November 11, 2020, 70% of the goods were returned due to quality problems. Therefore, this paper explores whether quality is the key factor that affects consumers' purchase intention when they watch live broadcast. In this paper, through the method of questionnaire, 100 data were randomly selected and OLS regression analysis was carried out. This paper draws the conclusion that the quality of goods is positively correlated with consumers' purchase intention and the influence is most obvious. Suggestions are put forward for the live broadcast platform with goods, the anchor with goods and the government control.
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