Formation mechanism of consumers' purchase intention in multimedia live platform: a case study of taobao live

The rapid development of live e-commerce in China in recent years has been accompanied by a change in consumer shopping behavior and a general upgrading of consumption in China. The rise and development of e-commerce live shopping mainly stem from the fact that the multimedia live stream provides consumers with a different shopping experience. Based on this, this paper outlines the meaning and application of multimedia, introduces the application of multimedia technology in live e-commerce platforms, constructs a model of the influence of visibility, authenticity, and interactivity of live platforms on consumers' purchase intention, and explores the role of trust in influencing both, using a questionnaire survey for empirical research. The results show that the characteristics of visibility, authenticity, and interactivity have significant positive effects on consumers' purchase intentions, and that trust partially mediates the relationship between the three characteristics of the live streaming platform and consumers' purchase intentions. In summary, the results of this study not only explore the formation mechanism of consumers' purchase intention from the perspective of the characteristics of multimedia e-commerce live streaming platforms, but also provide developers with further improvement ideas for the design of e-commerce live streaming platforms.