Study on the Factors Influencing Users' Purchase Intention on Live-Streaming E-Commerce Platforms: Evidence from the Live-Streaming Platform of TikTok

2021 ◽  
Vol 24 (3) ◽  
pp. 25-49
Author(s):  
Zhen Xing Li ◽  
◽  
Shi Min Zhang ◽  
Hu Bin Liu ◽  
Qi Tao Wu
Keyword(s):  
Purchase Intention ◽  
Live Streaming ◽  
Factors Influencing

scholarly journals Factors Influencing Consumers Purchase Intention on The Live Streaming Shopping Platform in China

2021 ◽  
Vol 14 ◽  
pp. 94-107
Author(s):  
Di Wu
Keyword(s):  
Mixed Method ◽  
Network Traffic ◽  
Purchase Intention ◽  
Addition Product ◽  
Mixed Method Study ◽  
Live Streaming ◽  
Future Studies ◽  
Factors Influencing ◽  
The Moment ◽  
Basic Studies

Live streaming shopping has become more and more popular in recent years, so it is quite necessary to illustrate how we can increase the customers’ purchase intention. A mixed-method study is developed, including an interview of broadcaster’s perspective and a survey of customers' perspectives to learn about consumers' concerns when shopping on live streaming platforms. The research was approached interactively, adapting the method in response to the findings discovered from the interviews. Few consumers have a habit of watching live streaming shopping regularly. Consumers want to try something new on the live streaming platform no matter bought this product or have seen this brand before. Broadcaster’s identification has not affected consumer’s purchase intention much. However, the consumer would trust broadcasters and choose to buy products from their live room. From the broadcaster’s perspective, they need a platform to teach them from zero to one, and network traffic is a big problem for them. In addition, product trust is more effective than broadcaster trust for the moment. Therefore, sellers are needed to improve their communication and describing skills. This paper also emphasized that the e-commerce approach should not only be competitive in terms of pricing but also in terms of quality in order to meet client demand. Furthermore, many customers believe that false propaganda should not be broadcast on live streaming platforms. As a result, broadcasters should be professionally and skillfully trained. This paper will give broadcaster and e-commerce companies suggestions on the affection of purchase intention during live streaming shopping. In addition, this paper gives future studies some basic studies and suggestions.

E-service quality on live streaming platforms: swift guanxi perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Min Zhang ◽  
Lin Sun ◽  
Fang Qin ◽  
G. Alan Wang
Keyword(s):  
Service Quality ◽  
Social Exchange ◽  
Purchase Intention ◽  
Social Exchange Theory ◽  
Online Survey ◽  
Information Quality ◽  
Live Streaming ◽  
Content Type ◽  
Interaction Quality ◽  
The Impact

Purpose In recent years, more and more e-retailers have adopted live streaming services to attract customers. Although the extant literature has mostly examined the motivations for live streaming usage, it remains unclear how to enhance customers’ purchase behaviour. Based on the social exchange theory, in the context of live streaming platforms (LSP), this study aims to investigate the impact of information quality and interaction quality on swift guanxi and customers’ purchase intention. Design/methodology/approach This study conducted an online survey to conduct two rounds of data collection and analyses the data using SPSS and SmartPLS softwares. Findings The results show that information quality (believability, usefulness and vividness) and interaction quality (responsiveness, real-time interaction and empathy) are positively related to swift guanxi, which may influence customers’ online purchase intention on LSP. Originality/value Prior service quality studies tend to focus on traditional physical stores and e-commerce websites context. This study offers the description of key dimensions of service quality on emerging LSP context. The study also confirms the importance of swift guanxi in an online marketplace.

Sign in / Sign up

Export Citation Format

Share Document