Analysis The Influence of The Interactivity of E-commerce Live Broadcast on Consumers’ Purchase Intention

Abstract

Due to the emergence of the new coronavirus epidemic, people's attention has been paid to online shopping, and the achievements of live broadcast e-commerce are particularly impressive. Different from the traditional window-based e-commerce, the live e-commerce is separated from the limitation of the shopping platform and embedded into the content platforms such as short videos. This paper mainly discussed the influence of interactive marketing on consumers’ purchase intention. Starting from the concept of para-social interaction proposed by Horton and Wohl, this paper analysed the internal and external advantages and disadvantages of interactive marketing through SWOT method and gave corresponding development suggestions with Douyin as an example. This study concluded that the more para-social interaction, the more consumers trust the information provider, the more they can stimulate their purchase intention. Therefore, the interactive marketing model applied in Douyin platform has a significant positive impact on consumer purchase intention.