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.
graduate school of business and advanced technology management

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