Research on the Factors Influencing the Purchase Intention of Young People in E-commerce Live Streaming Rooms: A Case Study of Beauty Live Streaming Rooms
Year: 2025
Type: article
Study design: Observational Study
Abstract: As 5G technology and the Internet have advanced, live streaming has emerged as a new kind of commerce. In this context, brands have also begun to open up a new sales model - live streaming. This article conducts an empirical study on this using beauty products as an example. This article briefly reviews the E-commerce live streaming's present state and uses quantitative methods to investigate the determinants of consumers' perceived value and intention to buy. This article demonstrates how product discounts significantly improve consumers' perceptions of value and intention to buy, as well as how the features of internet live broadcasts positively affect these same metrics. Both the association between product discounts and purchase intention and the relationship between online live broadcast qualities and buy intention are mediated by perceived value. Thus, the researcher proposed the following ideas for the live broadcast room's optimization: construct a two-way communication channel, improve the atmosphere in the live broadcast room, and establish a competitive commodity system.
DOI: 10.54097/e6nts222
Author: Xiaorui Xu
Institution: City University of Macau
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410233236