The Key Influencing Factors on Purchase Intention Via Live Streaming in China

Abstract

This conceptual paper develops a UTAUT-based conceptual framework to examine the relationships between performance expectancy, effort expectancy, social influence, hedonic motivation and purchase intention through live streaming. In previous studies, Online purchase intention has been an important research topic in e-commerce research field, while relevant research in the live streaming context is still in its infancy. On the other hand, the competition in live streaming shopping industry is too fierce which makes the profit distribution extremely unbalanced. This study aims to fill the research gap by investigating the influencing factors of purchase intention through live streaming from a technology adoption perspective in China context, to offer suggestions for small streamers to find new breakthroughs to attract more consumers. This study adopts PLS-SEM and Smart PLS 3.0 software to analyze the data. It is predicted that all these four constructs namely, performance expectancy, effort expectancy, social influence and hedonic motivation have positive and significant influence on purchase intention through live streaming. The conceptual framework developed in this study can be useful to explain the influencing factors of consumers purchase intention via live streaming. By exploring the influence factors of purchase intention through live streaming, it is hoped that this study can provide new ideas for small entrepreneurs to attract more customers via online platforms.