Key Characteristics and Driving Factors of Live E-commerce

. The wave of e-commerce live streaming in China not only cultivates a large number of emerging industries, but also makes products widely spread through the marketing model of livest reaming sales. In this paper, Ridit test is used to analyze the key characteristics of live streaming e-commerce, contour analysis of the impact of industry cognitive changes, and analysis of live streaming driving factors of e-commerce based on structural equation model. The empirical analysis results show that the model of "star + business culture" plays a very strong role in promoting product sales; E-commerce live streaming practitioners are more respected; The effect of live broadcast is significant, and consumers have higher interest in the product and stronger purchase intention.