Open AccessThe Effect of E-commerce Live Streaming Shopping on Consumers' Purchase Intention in China-Focusing on Features of Streamers and Contents
Author(s) -
june-suh cho,
Yang Liu-qing
Publication year - 2021
Publication title -
archives of business research
Language(s) - English
Resource type - Journals
ISSN - 2054-7404
DOI - 10.14738/abr.910.11012
Subject(s) - attractiveness , advertising , business , china , entertainment , marketing , e commerce , computer science , psychology , geography , art , archaeology , world wide web , psychoanalysis , visual arts
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.