Factors Analysis of Consumers' Purchasing Intention Under the Background of Live E-commerce Shopping

<p>With the development of 5G network, artificial intelligence, cloud computing, big data and other digital technologies, we have witnessed E-commerce live broadcasting industry has also jumped on this fast train, injecting fresh blood into People’s Daily shopping. The main contribution paper is to combine theory with practice build a model from three aspects: people, goods market, set up assumptions, analyze purchasing factors that affect people’s daily Using SmartPLS software conduct descriptive statistics, reliability analysis validity test collected questionnaires, following conclusions research objectives are drawn: interactivity live-streaming, entertainment promotion price live-streaming opinion leaders will significant impact consumers’ cognition emotion, meanwhile, emotion purchase intention. Opinion greatest willingness purchase.</p> <p> </p>