Abstract
To analyze the impact of root appeal on consumers' purchase intention in the context of e-commerce live broadcast, a conceptual model affecting consumers' purchase behavior in the context of e-commerce live broadcast is constructed based on emotional resonance theory and clue utilization theory, with emotional resonance and identity as the intermediary and brand awareness and interactivity as moderating variables. To test the relevant hypotheses put forward by the model, the e-commerce live Suzhou embroidery situation was set, and 370 questionnaires of Chinese consumers watching live Suzhou embroidery were collected.The results show that root appeal has a significant positive impact on emotional resonance and identity; Emotional resonance and identity have a significant positive impact on purchase intention; Brand awareness plays a moderating role in the relationship between root appeal and emotional resonance and identity.
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