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ZHANG, TAO (2022) Investigating the impact of e-commerce live streaming on consumers'purchase intention in China. [Dissertation (University of Nottingham only)]

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Abstract

Abstract

Although e-commerce live streaming has not been developed in China for a long time, it is popular among consumers and capital markets due to its high interactivity, high entertainment, and substantial economic benefits, becoming one of the hot topics in China in recent years. However, because of its novelty, research on this topic is limited. Most sources study this field from the interactivity of e-commerce live streaming, or the combination of the Internet influencer economy and e-commerce live streaming. While this study constructs a conceptual framework based on the stimulus-organism-response (SOR) model, which includes factors like promotion, live broadcast room attributes, anchor popularity, trust, perceived value, and consumers’ purchase intention, to explore the relationship between variables and investigate the impacts of e-commerce live streaming on consumers’ purchase intention in China. It also looks into the issues existing in e-commerce live streaming.

This study collects data through online questionnaires and analyses the data with SPSS to test the previously proposed hypothesis and draw research results. The results show that consumers’ purchase intention is significantly influenced by promotions, live streaming room attributes, anchor popularity, trust, and perceived value, while trust and perceived value play intermediary roles. Therefore, the hypotheses presented in this study are supported. Moreover, compared with anchor popularity and promotions, live streaming room attributes affect consumers' purchase intention more significantly. Furthermore, trust has a higher impact on purchase intention than perceived value. In addition, this study reveals several issues in the e-commerce live streaming industry, such as poor product quality, unreliable anchors, unsmooth live streaming, etc., need further improvement.

Although this study has limitations such as insufficient sample size and insufficient research factors, it studies the consumers’ purchase intention of e-commerce live streaming in China, taking into account promotions, live streaming room attributes, anchor popularity, trust, and perceived value, to expand the earlier research. This study also supplements the existing issues of the e-commerce live streaming industry and gives recommendations for e-commerce live streaming's long-term growth.

Item Type:	Dissertation (University of Nottingham only)
Keywords:	E-commerce live streaming; consumers' purchase intention; China
Depositing User:	Zhang, Tao
Date Deposited:	25 Apr 2023 16:17
Last Modified:	25 Apr 2023 16:17
URI:	https://eprints.nottingham.ac.uk/id/eprint/67961

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