E-commerce Live Streaming and Chinese Youth's Purchase Intention: Examining the Influential Factors - A Quantitative Analysis
Keywords:
Attitude, Purchase Intention, Live Streaming Ecommerce, Perceived Behavior ControlAbstract
E-commerce live streaming is becoming a popular trend among young consumers in China to make purchases. The purpose of this study is to investigate the factors that influence Chinese youths' purchase intentions through e-commerce live streaming. A structured questionnaire is administered to 446 Chinese youth aged 18 to 35 in Xi'an using quantitative methods and simple random sampling. The survey includes demographic data, e-commerce livestreaming usage, and purchase intentions. The study examines independent variables including visibility, interactivity, emotional appeal, influencer endorsement, information presentation, subjective norm, and perceived behavioral control. Attitude is considered as a mediating variable, while purchase intention serves as a dependent variable. Descriptive statistics and regression analysis are used for data analysis to identify the factors that influence purchase intention. This study aims to contribute to a deeper understanding of the characteristics of e-commerce live streaming and its influence on Chinese youths' purchase intentions. The study found that social norm, attitude and perceived behavior control have significance positive effects on purchase intention. The findings provide valuable insights for e-commerce companies and live streaming platform providers to effectively target and understand this audience. In addition, the study's findings can help marketers and advertisers formulate strategies to reach and influence Chinese youth through e-commerce live streaming.
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