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E-commerce live broadcast is a kind of video live in the e-commerce platform. As an innovation of entrepreneurial marketing in the new media era, it quickly becomes the most important marketing method for many e-commerce sellers. Based on the characteristics of web live broadcast, this paper studies the path model of relationship between live video and customers’ purchase intention from the perspective of telepresence. Through the empirical analysis, it is found that the vividness, interactivity and authenticity of live video enhance consumers’ purchasing intention by affecting consumers’ sense of immediacy and trust. Research results affirm the rationality for e-commerce sellers to introduce live broadcast marketing. Studies of detailed influencing paths allow sellers to evaluate marketing activities from the perspective of customers’ mentality, to better understand the effect of live broadcast and finally to optimize marketing strategies.

A Study on the Effect of Web Live Broadcast on Consumers’ Willingness to Purchase