|
Key Factors of Younger Generation Consumers Attitude and Intention to Use Online Shopping Live Broadcasting Platform in Chengdu China |
|---|---|
| รหัสดีโอไอ | |
| Creator | Yu Liu |
| Title | Key Factors of Younger Generation Consumers Attitude and Intention to Use Online Shopping Live Broadcasting Platform in Chengdu China |
| Publisher | Assumption University Press |
| Publication Year | 2567 |
| Journal Title | The Scholar: Human Sciences |
| Journal Vol. | 16 |
| Journal No. | 3 |
| Page no. | 132-141 |
| Keyword | Online Shopping, Attitude, Perceived Ease of Use, Perceived Usefulness, Intention |
| URL Website | http://www.assumptionjournal.au.edu/index.php/Scholar/article/view/7649 |
| Website title | The Scholar: Human Sciences |
| ISSN | 2586 - 9388 |
| Abstract | Purpose: This paper mainly studies the significant influencing factors of younger generation consumers' attitudes and intentions toward online shopping live broadcasting platforms in Chengdu, China. The conceptual framework gives the causal relationship between online shopping intention, attitude, perceived ease of use, perceived usefulness, trust, perceived risk, subjective norm. Research design, data, and methodology: This study used a non-probability analysis method to investigate the factors influencing the attitudes and intentions of younger consumers in Chengdu towards online shopping live broadcasting platforms. Thirty questionnaires were distributed to part of the respondents who met the characteristics of the sample unit. After data collection, convergent validity and discriminant validity were assessed. Finally, structural equation models (SEM) were used to test all assumptions and model applicability. Results: The results showed that attitude and subjective norms significantly affect online shopping intention. Attitude has the most effect, followed by the subjective norm. Perceived ease of use, perceived usefulness, and trust significantly affect attitude, with perceived ease of use being the most affected, followed by perceived usefulness. Conclusions: Six hypotheses were shown to achieve the study objectives. Therefore, it is recommended that operators of online shopping live-streaming platforms pay attention to the shopping experience of consumers and value their positive feedback to enhance their intention to shop. Measures such as secure payment options and clear return policies should establish trust with consumers and stabilize the platform's customer base while attracting more consumers to use the platform. |
