Research on the Influence of Mobile E-commerce Webcast on Users' Online Shopping Intentions

With the development of the Internet, the function of mobile e-commerce webcast on e-commerce platforms has begun to develop. At the beginning of this year, because of COVID-19, people were more shopping at home by watching webcast, which promoted the further development of mobile e-commerce webcast. Mobile e-commerce webcast refers to the display of abundant products on mobile e-commerce platform merchants through live streaming media. In this paper, combined with the environmental characteristics of mobile e-commerce webcast, based on the Stimulus-Organism-Response (S-O-R) theoretical model, a model of the influencing factors of users’ online shopping behavior intentions is constructed. Taking users of China's major mobile e-commerce webcast platforms as the research object, through structural equation model analysis, the factors affecting users' willingness to use online shopping under mobile e-commerce webcast are explored.