Research on the influencing factors of purchasing intention of online live sales of gold jewelry in Chongqing

บทคัดย่อ

The objectives of this study were 1) To assess the performance benefits brought by financial performance to related enterprises, 2) To evaluate the corporate benefits brought by non-financial performance and live delivery to associated enterprises, and 3) To study the impact of market performance on live broadcasting for enterprise benefits. This research was mixed. The conceptual framework of this research was applied from Maslow's demand theory and value co-creation theory. The population comprises Chinese companies and a particular brand of online consumption and customer use. The samples were Chinese live streaming of online consumers as determined by random choice. The research instrument was an investigation form. Statistics used for data analysis were the impact of live broadcasts with goods on enterprise benefits.

The result of this study found that 1) Live broadcasting with goods positively impacts a company's financial performance by increasing operating income and profitability, 2) It enhances non-financial performance by improving the market reach of offline stores and customer engagement, and 3) Live broadcasting with goods does not significantly contribute to long-term improvements in market performance.