Factors Influencing Consumers’ Purchase Intention in Livestreaming E-commerce in China

Abstract

Purpose – The purpose of this research is to examine the significant influence of government regulation, GDP growth, platform marketing strategy, parasocial relationship, trust, and consumer confidence on purchase intention in livestreaming e-commerce in China. Design/Methodology/Approach – This research uses primary and secondary data collection methods to analyze the factors influencing live streaming e-commerce in China. The data was gathered from 401 respondents with livestreaming e-commerce shopping experience. To conduct a new conceptual framework, this research referred to five previous theoretical frameworks. Findings – This study intends to examine the factors influencing purchase intention in livestreaming e-commerce in China. The findings of this research demonstrated that government regulations, platform marketing strategy, and parasocial relationships have a significant influence on trust; GDP growth has a significant influence on consumer confidence; trust and consumer confidence have a significant influence on purchase intention in livestreaming e-commerce in China. Research Limitations/Implications – The main limitations of this research include limited samples and overlooked variables. Due to time constraints, the sample collection limitations may not fully represent diverse behaviors. The minimal variable differences and high standard deviation, possibly due to outliers, can affect the reliability. The model's low explanatory power, notably regarding GDP Growth's impact on Consumer Confidence, suggests a need for a more sophisticated approach. These caution against definitive conclusions, highlighting the need for delving into additional variables and employing a more complex model for a comprehensive understanding of Chinese consumer behavior in the context of live-streaming e-commerce. Originality/value – This research focuses on significant factors influencing live streaming e-commerce in China.

Keywords – Livestreaming, e-commerce, purchase intention, social media, China

JEL classification code – M31, M38, L81