Li, ZhongwuXu, Chao2024-06-062024-06-062022b216657https://repository.nida.ac.th/handle/662723737/6914Thesis (Ph.D. (Management))--National Institute of Development Administration, 2022The 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 explained206 leavesapplication/pdfengThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.E-commerceShopping -- Social aspectstext::thesis::doctoral thesis