Factors Influencing Consumer Purchase Intention in Live Streaming Sales Environment in Hebei, China

บทคัดย่อ

The objectives were to study: 1) the relationship between five factors of consumer perception (perceived usefulness, perceived ease of use, product price concessions, interactivity experience, and opinion leaders) and consumer purchase intention, and 2) the relationship between platform reputation and customer purchase intention. This research was a quantitative study. This study was a quantitative research. The population of this study was 2561 consumers who had watched the live-streaming sales once. The sample size of 345 customers purchase intention in iive streaming sales environment in Hebei, China was determined by Taro Yamane formula. The research instrument was a 5 rating scale questionnaire. Statistics used for data analysis were percentage, frequency, mean, standard deviation and multiple regression.

The results of the study revealed that: 1) the five factors of consumer perception, perceived usefulness, perceived ease of use, favorable product price, and opinion leaders positively and significantly influence consumer purchase intention, and 2) The reputation of the platform has no significant impact on consumers purchase intention.