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Zongze Lei. Research on the influence of consumer perceived value and involvement degree on purchase intention in the context of live streaming E-commerce. Master's Degree(Business Management). Rangsit University. Rangsit University Library. : Rangsit University, 2023.
Research on the influence of consumer perceived value and involvement degree on purchase intention in the context of live streaming E-commerce
直播电商情境下消费者感知价值和涉入程度对购买意愿的影响研究
Name: Zongze Lei
LCSH:
E-commerce
LCSH:
Purchase intention
LCSH:
Consumer behavior
-- Case studies
LCSH:
Electronic commerce
-- Case studies
Abstract:
With the digital transformation of marketing methods, the transformation of traditional sales market to the field of live streaming e-commerce is accelerating. Live streaming e-commerce initially entered the market based on consumers' perceived value, and with the gradual rationalization of consumers' purchase intention, the degree of involvement in brand, enterprise behavior, marketing methods, user experience and other aspects is gradually refined and improved.
This paper constructs a relationship model of perceived value, involvement degree and consumers purchase intention of e-commerce broadcast room by combing research literature and combining with the development status of live broadcast e-commerce. A research hypothesis is proposed and a questionnaire is designed. 536 questionnaires were distributed and empirical study concluded that anchor factor, commodity factor and scene factor positively impacted consumers purchase intention in e-commerce broadcast room with consumers perceived value and involvement playing an intermediary role. Personal factors such as occupation, gender, age and per capita disposable income also impact consumers purchase intention in e-commerce broadcast room.
Abstract:
随着营销方式的数字化转型，传统销售市场向直播电商领域探索的转型进程加快，直播电商起初是基于消费者感知价值而入局，并随着消费者购买意愿逐渐趋于理性化，对于品牌、企业行为、营销方式、用户体验等方面的涉入程度逐步细化和完善了购买意愿的形成动因。
本文在详细梳理了直播电商、感知价值、涉入程度和消费者购买意愿的相关领域研究文献进行梳理后，结合电商直播间的发展现状，构建了电商直播间感知价值、涉入程度和消费者购买意愿的关系模型。提出了电商直播间消费者感知价值、涉入程度对消费者购买意愿的研究假设，并设计了调查问卷。最后发放了536份问卷，通过实证研究得出电商直播间主播因素、商品因素和场景因素均对电商直播间消费者购买意愿产生正向影响，同时在这个过程中消费者感知价值和涉入程度起到了中介作用。通过样本描述，诠释了消费者个人因素中职业、性别、年龄、人均可支配收入等对电商直播间消费者的购买意愿也具有影响。
Rangsit University. Rangsit University Library
Address:
Pathum Thani
Email:
rattanapornn@rsu.ac.th
Name: Yang Shuchen
Role:
Advisor
Created:
2023
Modified:
2567-04-29
Issued:
2024-04-29
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Management
Grantor: Rangsit University
©copyrights มหาวิทยาลัยรังสิต
RightsAccess:
ใช้เวลา
0.119961 วินาที
Zongze Lei
| Title | Contributor | Type |
|---|---|---|
| Research on the influence of consumer perceived value and involvement degree on purchase intention in the context of live streaming E-commerce
มหาวิทยาลัยรังสิต Zongze Lei | Yang Shuchen | วิทยานิพนธ์/Thesis |
Yang Shuchen