Relevant research from the perspective of consumers of e-commerce live broadcast: Guo Rong, Li Yan (2013) in the study on the impact of e-commerce live broadcast on consumers' online shopping willingness, through questionnaire survey, using the principle of hierarchical regression and SPSS data analysis, studied the impact of e-commerce live broadcast on consumers' online shopping willingness, and constructed the theoretical model of the impact of e-commerce live broadcast on consumers' online shopping willingness.