The Application of Multimedia Computer Technology in Live-stream Shopping-From the Perspective of User's Purchasing Behavior

With the transformation of Internet technology from traditional PC terminal to personal mobile terminal, Chinese e-commerce industry has achieved unprecedented development. Live streaming technology not only provide more abundant marketing mode for merchants, but also creates a more convenient environment for its audiences. Exploring the factors that affect users' purchasing behavior in live broadcast scene can provide practical guidance for the next optimization of live-stream technology. Meanwhile, it is also important for the further development of e-commerce industry in multimedia environment. From the perspective of users, this paper explored and analyzed the application of computer multimedia technology in e-commerce, and draws the following conclusions: users' age is negatively related to their willing to purchase; while, users' network application skill, live-stream platforms' reputation, ease of use and price discount of the recommended products are all positively related to users' purchasing intention. To sum up, we need to build a more convenient live-stream environment with the help of the multimedia computer technology, and then further reduce the "technical threshold"of the elderly users.