Author(s)

Xiang Qianyi

Corresponding Author

Xiang Qianyi

ABSTRACT

With the popularity of smart phones and the improvement of communication technology in China, more and more people watch live broadcast with various application software. According to statistics, as of June 2019, the number of live network users (including anchors and live viewers) in China has reached 433 million, accounting for 50.7% of the total Internet users. With the popularity of live broadcasting, China's live e-commerce industry is also booming. The market scale of live e-commerce has increased from 19 billion yuan in 2017 to 433.8 billion yuan in 2019, and is expected to reach 961 billion yuan in 2020. In the process of attracting users to live e-commerce, we find that the quality of user experience in the field of live e-commerce will affect consumers' shopping intention, and consumers with good quality of user experience will have stronger shopping intention.

KEYWORDS

live broadcast e-commerce, user experience, purchase intention