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Drivers of Purchase Intention in Live-Streaming E-commerce Among Chinese College Students |
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| รหัสดีโอไอ | |
| Creator | Qionghui Fan |
| Title | Drivers of Purchase Intention in Live-Streaming E-commerce Among Chinese College Students |
| Publisher | Assumption University Press |
| Publication Year | 2569 |
| Journal Title | The Scholar: Human Sciences |
| Journal Vol. | 18 |
| Journal No. | 2 |
| Page no. | 277-287 |
| Keyword | Chinese College Students, Live Streaming E-commerce, Internet Celebrity, Trust, Purchase Intention |
| URL Website | https://assumptionjournal.au.edu/index.php/Scholar/article/view/9461 |
| Website title | The Scholar: Human Sciences |
| ISSN | 2586-9388 |
| Abstract | Purpose: This study aims to explore the factors that affect Chinese college students' trust in live streaming by internet celebrities and their purchase intentions, and to construct a trust-affecting factor model based on empirical research. Research design, data and methodology: A quantitative research approach was employed to conduct a questionnaire survey among undergraduate students in Kaili City, China. Sampling methods included purposive sampling (all participants were from Kaili University), quota sampling (N = 500), and convenience sampling (data collected through both online and offline channels). Data analysis employed Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), verifying model fit, reliability, and construct validity. Results: Popularity (? = 0.225), Professionalism (? = 0.269), Interactivity (? = 0.266), Perceived Usefulness (? = 0.307), Price Discounts (? = 0.306) had significant positive effects on Trust, while Trust had a significant positive effect on Purchase Intention (? = 0.583). Conclusions: Perceived Usefulness and Price Discounts were the strongest predictors of trust, whereas Popularity showed the weakest effect. Trust served as a key mediating factor linking internet celebrity characteristics and platform-related factors to purchase intention. These findings suggest that live-streaming e-commerce platforms should strengthen perceived usefulness, improve promotional value, and enhance trust-building mechanisms. |
