The Impact of E-Commerce Live Broadcasts on Consumers’ Purchase Intention
Year: 2024
Type: article
Study design: Observational Study
Abstract: E-commerce live broadcast has an important influence on consumers’ purchase intention. The three dimensions of live broadcast content in the broadcast room are the number of comments, product quality, and live content as independent variables. A theoretical model is constructed with perceived value and risk as intermediaries and the consumers’ purchase intention as the dependent variable, and corresponding hypotheses are put forward. We designed the scale, collected relevant data, and tested the model hypothesis using Statistical Package for Social Sciences (SPSS) and Analysis of Moment Structure (AMOS) software. The study found that the number of comments and product quality had a significant impact on perceived value, perceived risk, and consumers’ purchase intention. From this conclusion, it is suggested that businesses should control the number of comments, strengthen the product quality of comments, and distinguish the repetition degree of the content of live broadcasts.
Institution: Rajamangala University of Technology
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4402137589