Research on online live broadcast consumer behavior: Nicosia (2012) combed out the development route, dimension characteristics and construction mode of AIDMA mode, AISAS mode, SICAS mode and aivsa mode from the perspective of brand communication mode, combined with the connotation of integrated brand communication, analyzed and constructed the integrated brand communication mode based on solomo. Reynolds (2017) takes eBay as the research platform and the vast number of users using the live broadcast platform as the research object. Through in-depth interviews, it first extracts five influencing factors of enterprise live broadcast marketing, and takes consumer perceived value and trust as intermediate variables to study the impact mechanism of enterprise online live broadcast marketing on consumers' purchase intention.