Research on the Influence Factors of Live Streaming Experience on College Students’ Purchase Intention of Beauty Products-Take Taobao Live Streaming as an Example

This study focuses on the live e-commerce environment, especially in the field of beauty products, and explores how the elements of the live streaming experience affect college students’ purchase intention. The college student population has a strong sensitivity to new things and plays a key role in the beauty live streaming market. The mediating roles of perceived value and perceived trust in purchase decision were analyzed using perceived value theory and S-O-R model, and the questionnaire data were analyzed through structural equation modelling (SEM), as well as SPSS and AMOS software, and it was found that the professionalism, popularity, interactivity and attractiveness of the anchors significantly increased the perceived value and trust, and that the transparency and availability of the product information, as well as the scene's atmosphere also had a significant impact on consumers’ purchase intention. Transparency and accessibility of product information, as well as a sense of presence in the scene, also had a significant impact on consumers’ purchase intention. The results of this study provide empirical evidence on how brands can effectively use live streaming platforms to attract and influence college students, and enrich the theoretical research in the field of e-commerce live streaming.