Factors influencing consumer's purchase intention in e-commerce live streaming shopping--based on the social presence theory and tam
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2022
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2565
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eng
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206 leaves
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b216657
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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National Institute of Development Administration. Library and Information Center
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Xu, Chao (2022). Factors influencing consumer's purchase intention in e-commerce live streaming shopping--based on the social presence theory and tam. Retrieved from: https://repository.nida.ac.th/handle/662723737/6914.
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Factors influencing consumer's purchase intention in e-commerce live streaming shopping--based on the social presence theory and tam
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Abstract
The development of information technology and the popularity of smart
devices have gradually changed people's way of production, life, and thinking and
promoted the constant replacement of social media. The model of live streaming
should emerge in time. With its unique advantages in drainage ability, sociability, and
sense of experience, the live streaming mode has attracted much attention. In
increasingly increasing industries, a new development opportunity for online
e-commerce has valued its powerful ability to monetize content. With the continuous
upgrading of consumption mode, consumers pay more and more attention to the sense
of experience in consumption, and the traditional online shopping mode of "graphics"
has been increasingly unable to meet consumer demand. The "e-commerce + live
broadcast" mode has received wide attention in this context. It perfectly integrates the
"person-goods - field", and novel forms of commodity information presentation and
communication have brought consumers more accurate visual and perceptual
experiences. E-commerce live streaming has become an important way for consumers
to shop and a new way to obtain information and carry out social
activities. Therefore, it is of great practical significance to study consumers' purchase
intention in live streaming shopping to develop e-commerce live streaming. This study collected 453 online data of consumers who use live streaming
shopping, aiming to determine the main factors influencing consumers' willingness to
use live streaming shopping. The relevant features of live streaming shopping are
deconstructed into interactivity and vividness; combined with the technology
acceptance model (TAM) and the introduction of psychological motivation (social
presence), the purchase intention model of live streaming shopping consumers is
constructed. The effective sample data were processed by SPSS 24.0 and AMOS 24.0.
The research results show: perceived usefulness has the most significant impact on
purchase intention, followed by social presence, interactivity, perceived ease of use,
and vividness; Social presence had the most significant influence on perceived
usefulness, followed by perceived ease of use, interactivity, and vividness. Interaction
has the most significant impact on social presence and vividness. Psychological
factors are essential in consumers' use of live streaming shopping. Integrating
management and psychology expands the research channel of consumers' behavioral
intention in live streaming shopping. In practice, the research results provide valuable
guidance for live streaming merchants and anchors to formulate effective marketing
strategies and suggest specific development for live streaming shopping platforms.
Finally, this study's limitations and follow-up research prospects are also explained
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Thesis (Ph.D. (Management))--National Institute of Development Administration, 2022