Research on the Influencing Factors of Tiktok Users’ Purchase Intention Under the Background of E-Commerce Live Broadcast

DOI

10.2991/978-94-6463-368-9_31How to use a DOI?

Keywords

live streaming e-commerce; TPB; SEM; Purchase intention

Abstract

To explore the influencing factors of transactions between Tiktok e-commerce users and platform providers, with the help of Tiktok live streaming goods as the research object, this study has appropriately expanded the theory of planned behavior (TAM), taking perceived sincerity, trust, perceived ease of use, perceived usefulness, subjective norms as independent variables, attitude, behavioral perception control as intermediary variables, and purchase intention as dependent variables for comprehensive consideration, And based on this, a model of influencing factors on the purchase intention between users and platform providers is constructed based on the antecedent process outcome framework. In general, the expanded TPB model, when applied to the study of consumers’ purchase intention in TikTok e-commerce, has a good role in explaining and predicting behavior intention. This study used SPSS27.0 and AMOS28.0 for statistical analysis and hypothesis testing of the data. The research results indicate that perceived sincerity, trust, perceived usefulness, perceived ease of use, and subjective norms significantly positively affect consumers’ purchase intention; Meanwhile, attitude and behavioral perceptual control also have a significant positive impact on purchase intention. This study enriches the relevant theoretical models in live-streaming e-commerce and provides decision-making references for platform providers and broadcasters to develop strategies to enhance consumer purchasing intentions in live-streaming rooms.

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  - Tian Wang
PY  - 2024
DA  - 2024/02/14
TI  - Research on the Influencing Factors of Tiktok Users’ Purchase Intention Under the Background of E-Commerce Live Broadcast
BT  - Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)
PB  - Atlantis Press
SP  - 264
EP  - 271
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-368-9_31
DO  - 10.2991/978-94-6463-368-9_31
ID  - Wang2024
ER  -