The impact of e-commerce live streaming marketing on purchase intention

Name: Gu Yang

LCSH: Electronic commerce

LCSH: Commercial products

LCSH: Internet marketing -- China

LCSH: Marketing

Abstract: With the development of information technology and mobile Internet, online live- streaming platforms have risen rapidly, and e-commerce platforms have also opened live- streaming functions. This study takes the SOR (Stimulus-Organism-Response) theory as the theoretical basis from the perspective of the three characteristic elements of e-commerce live streaming (Live streamer, that is, “person”; product, that is, “goods,” the field, that is, “live streaming platforms”). A model of factors influencing consumers' purchase intention in live streaming marketing was constructed, and empirical analysis was conducted to study the mechanism of the influence of the three elements on consumers' purchase intention. Therefore, the observed variables include live streamers' professionalism, popularity, and interactivity; products of quality, price, and practicality; and live streaming platforms' entertainment, promotion, and emotion. The mediating variables include trust and impulsiveness. The latent variable of purchase intention has three observed variables - intent to buy, recommend, or plan to buy. This study's conceptual framework was developed based on the literature review and theoretical background. A survey was then used to assess the research model quantitatively. For the quantitative study,540 valid questionnaires were collected by a non-probability sampling online survey. The demographic information, reliability, validity, and regression were studied. Finally, the SEM was constructed and revised by IBM SPSS AMOS 26. The findings revealed that the attributes of live streaming, including the live streamer, the product, and the field, as well as trust and impulsiveness, positively influence purchase intention. This study provides a novel perspective on live streaming e-commerce with evidence on how e-commerce live streaming drives purchase intentions, enriches the content of live streaming e-commerce literature, and explores the practical and academic implications for e- commerce live streaming

Address: BANGKOK

Email: lifelong@kmitl.ac.th

King Mongkut's Institute of Technology Ladkrabang. KMITL Lifelong Learning Center

Name: Wornchanok Chaiyasoonthorn

Role: Thesis Advisor

Email : wornchanok.ch@kmitl.ac.th

Name: Singha Chaveesuk

Role: Thesis Co-Advisor

Email : singha.ch@kmitl.ac.th

Created: 2024

Modified: 2025-03-20

Issued: 2025-03-14

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Doctor of philosophy

Level: Doctoral Degree

Descipline: Industrial Business Administration

Grantor: King Mongkut's Institute of Technology Ladkrabang

©copyrights King Mongkut's Institute of Technology Ladkrabang

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