Proceedings of the 2022 2nd International Conference on Education, Information Management and Service Science (EIMSS 2022)

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Research on the Impact of E-Commerce Live Streaming on Consumers’ Purchase Intention

Authors
Fei Wang1, Ye Wang1, *
1School of Management, Guangzhou Xinhua University, Tianhe District, Guangzhou, China
*Corresponding author. Email: mdwy@xhsysu.edu.cn
Corresponding Author
Ye Wang
Available Online 12 December 2022.
DOI
10.2991/978-94-6463-024-4_87How to use a DOI?
Keywords
Technology Acceptance Model; Stimulus-Organism-Response theory; Data analysis; Consumer behavior
Abstract

The e-commerce live streaming industry in China has been developing recently. In the context of an e-commerce live broadcast, this paper primarily investigates the elements that influence consumers’ buy intentions. Based on the S-O-R theory and TAM models, this study designs a questionnaire and collects data on five different dimensions: perceived usefulness, perceived ease of use, perceived emotional value, trust, and purchase intention. The data is then analyzed and sorted out using the SPSSAU software. According to data analysis, perceived usefulness, perceived ease of use, perceived emotional value, and trust are all positively correlated with purchase intention. Businesses should focus on enhancing consumers’ perceived value in these four aspects during the marketing process.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Education, Information Management and Service Science (EIMSS 2022)
Series
Atlantis Highlights in Computer Sciences
Publication Date
12 December 2022
ISBN
10.2991/978-94-6463-024-4_87
ISSN
2589-4900
DOI
10.2991/978-94-6463-024-4_87How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Fei Wang
AU  - Ye Wang
PY  - 2022
DA  - 2022/12/12
TI  - Research on the Impact of E-Commerce Live Streaming on Consumers’ Purchase Intention
BT  - Proceedings of the 2022 2nd International Conference on Education, Information Management and Service Science (EIMSS 2022)
PB  - Atlantis Press
SP  - 831
EP  - 838
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-024-4_87
DO  - 10.2991/978-94-6463-024-4_87
ID  - Wang2022
ER  -