THE STRUCTURAL EQUATION MODEL OF CAUSAL FACTORS AFFECTING PURCHASING DECISIONS IN E-COMMERCE LIVE-STREAMING OF CHINESE GEN Z CONSUMERS
DOI:
https://doi.org/10.14456/aamr.2024.11Keywords:
E-Commerce Live-Streaming, Purchase Decision, Platform Factors, Streamer Factors, Consumer FactorsAbstract
This research explores the relevant factors affecting the purchasing decisions of China's Generation Z consumers in e-commerce live-streaming. The researcher uses mixed methodologies, combining qualitative and quantitative research, using interviews and surveys to collect data. The sample consisted of 407 Chinese Generation Z consumers in Chengdu, Sichuan Province, with e-commerce live-streaming shopping experience in the past year, by using purposive and snowball sampling methods. Data were analyzed using Multiple Regression Analysis (MRA) and Covariance-Based Structural Equation Modeling. The research results found that platform promotion, streamer attraction, consumer conformity psychology, and consumer personality needs have a significant and positive impact on the purchasing decisions of Chinese Generation Z consumers. Furthermore, consumer factors significantly influence purchasing decisions of Chinese Generation Z consumers, followed by platform factors. On the other hand, streamer factors negatively influence purchasing decisions of Chinese Generation Z consumers.
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