The Influence of Webcast Characteristics on Consumers’Purchase Intention under E-commerce Live Broadcasting Mode

——the Mediating Role of Consumer Perception

Abstract：Webcast shopping realizes the transition from picture to multi-dimensional interaction and real time video；highly visual interface increases the presence of consumers from multiple senses；and the characteristics of webcast will affect consumers’ purchase intention. Based on the SOR model and the theory of flow experience ，the authors carry out research on how the characteristics of webcast affect consumers’purchase intention through consumers’perception （perceived usefulness and perceived trust）. With the help of questionnaire survey，310 questionnaires are analyzed，and multiple linear regression method is used to verify the research hypothesis. The results show that ：the visibility，interactivity，authenticity and entertainment of webcast not only promote consumers’purchase intention，but also have a positive impact on consumers’perception；and consumers’perception plays a partial intermediary role between the characteristics of webcast and consumers ’purchase intention. Webcast should first，pay more attention to consumers’ demand，provide them with individualized recommendations， comprehensively display the products，and create the offline shopping experience for the customers ；second，webcast should enrich the special skills of anchors，enhance consumers’perceived trust and usefulness；third，webcast should add some entertainment content to strengthen consumers’flow experience，maximize the emotional stimulus，attract them to participate in the interaction with anchors，create the emotional resonance，and make the customers to have purchase intention.

Key words：e- commerce live broadcast mode ；webcast characteristics；perceived usefulness；perceived trust；purchase