Analysis of the Influence Path of E-commerce Direct Broadcast Room Bullet-screen Information on Consumers' Purchase Intention

Abstract

As the Internet has grown, especially after the new coronavirus epidemic, live streaming e-commerce is very popular among people, and its forms are gradually diversified. The e-commerce broadcasting room is a complex information environment, and the bullet screen commentary is the main information source. Exploring the influence path of bullet screen information quality on whether consumers are willing to buy in e-commerce sites that stream live can help merchants better understand consumers' thoughts, improve sales policies and services, and thus enhance consumers' purchase intention and increase sales. This study builds a path model of the impact of the bullet screen's information quality in the e-commerce direct broadcast room on customers' buy intentions using a structural equation model. The research hypothesis was verified by a survey of 187 live e-commerce users. The findings indicate that both the intrinsic information quality and the representational information quality of the barrage have a positive impact on consumers' perceived value. At the same time, both of them are inversely correlated with consumers' perceived risks. Perceived value promotes purchase intention, while perceived risk inhibits purchase intention. Given that the kinds of products that customers bought in the broadcast room were not thoroughly examined in this study, there might be additional unidentified factors interfering with the relationship between customers' perceived risk and the quality of the information displayed on the bullet screen and their intention to make a purchase.