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THE STRUCTURAL EQUATION MODEL OF CAUSAL FACTORS AFFECTING PURCHASING DECISIONS IN E-COMMERCE LIVE-STREAMING OF CHINESE GEN Z CONSUMERS |
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| รหัสดีโอไอ | |
| Creator | Wang QILIN |
| Title | THE STRUCTURAL EQUATION MODEL OF CAUSAL FACTORS AFFECTING PURCHASING DECISIONS IN E-COMMERCE LIVE-STREAMING OF CHINESE GEN Z CONSUMERS |
| Contributor | Sermsiri NINDUM |
| Publisher | Asian Administration and Management Review |
| Publication Year | 2567 |
| Journal Title | Asian Administration and Management Review |
| Journal Vol. | 7 |
| Journal No. | 1 |
| Page no. | 109-119 |
| Keyword | E-Commerce Live-Streaming, Purchase Decision, Platform Factors, Streamer Factors, Consumer Factors |
| URL Website | https://so01.tci-thaijo.org/index.php/AAMR/index |
| Website title | https://so01.tci-thaijo.org/index.php/AAMR/article/view/271912 |
| ISSN | 2730-3683 |
| Abstract | 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. |
