Research on the Influence Mechanism of Consumers\u27 Purchase Intention in E-commerce Live Broadcast based on the Extended TAM Model

In this paper, we introduced the perceived value (including product value, cewebrity value, service value, image value and economic value) and perceived trust variables to proposed an Extended TAM Model in order to identify key factors affecting Consumers\u27 Purchase Intention in E-commerce Live Broadcast. We collected questionnaire data from 495 participates who have bought goods in E-commerce Live Broadcast in China, and validate the results with structural equation model. The empirical results show that: All kind of perceived value in e-commerce live broadcast significantly and positively affects consumers\u27 purchase intention; Perceived trust in e-commerce live broadcast significantly positively affects consumers\u27 purchase intention. These findings can lead to several management strategies to improve the Consumers\u27 Purchase Intention in E-commerce Live Broadcast