Research on Consumer Purchase Behavior of Gaotu Jiapin Based on UTAUT Model

Purpose - With the rapid development of Internet technology and the rise of e-commerce, consumers' purchasing behavior has changed dramatically. Therefore, understanding consumer buying behavior is essential for marketing and product sales for e-commerce businesses. The UTAUT model is a theoretical model that is applied to study the user's acceptance and use of new technologies. In this study, we will take Gaotu as an example to explore the influencing factors of consumer purchasing behavior based on the UTAUT model. Design/Methodology/Approach - Through questionnaire surveys and data analysis methods, we collected data on consumer willingness to use, usage behavior, and influencing factors. The research results indicate that performance expectations, effort expectations, social influence, and facilitating factors have a significant impact on the purchasing behavior of consumers of Gaotu Jiapin. Findings - Firstly, while enhancing the market competitiveness of Gaotu Jiapin, a live streaming E-commerce enterprise, it is necessary to further understand consumer behavior in order to maintain existing customers and develop potential customers. Secondly, analyzing consumer purchase intention to confirm consumer purchase intention, improving user experience and sales effectiveness. Research Implications - This study not only provides a theoretical framework for in-depth understanding of consumer purchasing behavior for Gaotu Jiapin, but also provides valuable reference for related enterprises to formulate marketing strategies and product improvement. By understanding consumer needs and preferences, enterprises can better meet market demands, improve product competitiveness, and achieve sustainable development.