The Effect of E-commerce Live Streaming Shopping on Consumers' Purchase Intention in China-Focusing on Features of Streamers and Contents
DOI:
https://doi.org/10.14738/abr.910.11012Keywords:
e-commerce, online live streaming shopping, purchase intentions, streamer's feature, content's featureAbstract
In China, online live streaming shopping as a part of e-commerce shows rapid growth, while many sellers can not achieve the economic benefits as expected. This study mainly extracts, analyzes, and examines the general features of e-commerce live streaming shopping, positively affecting consumers' purchase intentions. Many UGC sellers can obtain some practical ways to output more high-quality content with limited resources.
This study places the following nine features as independent hypotheses: streamer's professionalism, awareness, homogeneity, attractiveness, reliability, contents’ interaction, entertainment, discount, uniqueness, and consumers’ purchase intention taken as a dependent variable. As a result of statistical analysis of the data collected through the survey, all nine hypotheses were adopted.
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Copyright (c) 2021 June-Suh Cho, Liu-Qing Yang
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