The Effect of the Characteristics of Live Commerce’s Showhost on Chinese Consumers’ Purchase Behavior

Purpose: In 2020, New Coronavirus spread all over the world, resulting in a sharp decline in the number of consumers going out, and the frequency of buying goods under the line also dropped dramatically. On the contrary, in order to avoid going out, online shopping broke out, and online consumption has become a daily phenomenon all over the world. Without direct access to goods, the online live broadcasting platform has become one of the favorite tools for consumers. The appearance of the showhost gives consumers an offline shopping experience, so the showhosts are welcomed by consumers. Therefore, this paper mainly solves the following problems: How can the Showhosts’ live commerce more accurately convey the information of goods and achieve the effect of consumers’ purchase? What characteristics of the Showhosts will affect the consumers’ purchase intention? Research design, data, and methodology: This paper conducts an online questionnaire survey on consumers with purchasing experience, and finally recovers 307 valid samples. Using SPSS 25.0 statistical package program is used to carryout technical statistical frequency analysis, factor analysis and reliability analysis. In order to test the hypothesis, regression analysis and media effect analysis are also carried out. Results: The results show that the characteristics of Showhost’s marketing have positive impact on consumers’ attitude, the consumers’ attitude(Mood) can affect purchase intention. It is concluded that consumers’ attitude(Mood) plays a media role between the characteristics of Showhost marketing and purchase intention. had a positive(+) effect on purchasing intention. Implications: The research results will contribute to the development of enterprises in marketing. While making use of Showhost for commercial marketing, enterprises should also pay attention to the maintenance of the characteristics of Showhost, maintain the personal reputation of Showhost, and build positive impressions of Showhost in the hearts of consumers, so as to promote the sustainable development of business ecosystem.