Factors Influencing Purchase Decision of Chinese Consumer under Live Streaming E-Commerce Model

Sumas Wongsunopparat, Binmei Deng
<span title="">2021</span> <i title="American Research Institute for Policy Development"> <a target="_blank" rel="noopener" href="https://fatcat.wiki/container/mt3aihi2frds5jmmla6l74xxgy" style="color: black;">Journal of Small Business and Entrepreneurship Development</a> </i> &nbsp;
Since 2016, livestreaming e-commerce model has become a breakthrough in the transformation of traditional Chinese e-commerce by virtue of its superior capacity of traffic conversion. Compared with traditional e-commerce, livestreaming e-commerce model can bring consumers more direct and real shopping experience and stimulate consumers to make purchasing decisions more quickly. In 2020, due to the impact of the covid-19epidemic, many offline stores suffered heavy losses. However, under such
more &raquo; ... mstances, the scale of livestreaming users has grown rapidly, which has brought huge traffic support for livestreaming shopping. Therefore, livestreaming e-commerce model have not only become a new channel for offline stores to continue to survive, but also bring offline stores into a new era of online business development. Therefore, it is very important to explore and understand the factors that influence consumers' purchase decision under the live streaming e-commerce model for businesses and e-commerce platforms to improve their own attractiveness and marketing strategies and to promote consumers' purchasing decisions. In this study, six independent variables including public image of live streamer, interaction, product individualization, price, promotion and platform loyalty, and one dependent variable called purchase decision were studied. This study aims to understand the structural relationships among these potential variables that could influence consumer purchase decision in livestreaming e-commerce business. The dataset is analyzed to test the hypothesis postulated in this study using Structural Equation Models (SEM). The results show that product individualization and platform loyalty have a significant impact on consumers' purchase decisions, as for price, promotion, public image of live streamer and interaction, it was not found to have a significant influence on purchase decision, but we found that public image of live streamer can significantly influence platform loyalty on purchase decision. In addition, we incorporate marketing variable as second-order latent variable in our SEM model to try to capture marketing effect in livestreaming e-commerce world. Although this marketing path turns out to be insignificantly influence purchase decision, this could partly be due to limited numbers of marketingrelated variables including in this study. However, we found that product individualization significantly influences marketing effect purchase decision which could be a good starting point for future research. In brief, this study provided some suggestions for the industry, e-commerce businesses and e-commerce platforms, and summarized the shortcomings and prospects of this study, hoping to provide useful implications for future researchers to further explore the purchase decision in live streaming e-commerce.
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