The Impact of Live Streaming Anchors on Beauty Product Purchase Intention

DOI

10.2991/978-2-38476-253-8_20How to use a DOI?

Keywords

e-commerce live streaming; anchor; beauty products; purchase intention

Abstract

The purpose of this study is to investigate the influence of anchors on the purchase intention of beauty products. This study used random sampling method to conduct a questionnaire survey on 400 consumers who purchased beauty products in e-commerce live broadcasts. Descriptive analysis, correlation analysis and regression analysis were conducted by SPSS 25.0 to establish a research model of anchors’ purchase intention of beauty products. The results of the study showed that anchors’ perceived professionalism, perceived reputation, perceived interactivity, and perceived product involvement had a significant positive effect on consumers’ purchase intention of beauty products.

Copyright

© 2024 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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TY  - CONF
AU  - Sisi Lei
AU  - Nusanee Meekaewkunchorn
AU  - Chaiyawit Muangmee
PY  - 2024
DA  - 2024/05/28
TI  - The Impact of Live Streaming Anchors on Beauty Product Purchase Intention
BT  - Proceedings of the 2024 3rd International Conference on Humanities, Wisdom Education and Service Management (HWESM 2024)
PB  - Atlantis Press
SP  - 158
EP  - 166
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-253-8_20
DO  - 10.2991/978-2-38476-253-8_20
ID  - Lei2024
ER  -