International Journal For Multidisciplinary Research

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Chinese Consumers’ Perception of Live-streaming Shopping: A Review

Author(s) Ying Chai, Chere' Yturralde
Country Philippines
Abstract Live-streaming shopping has become the first choice of Chinese consumers for shopping, and more and more merchants are joining the e-commerce live-streaming shopping team. However, due to the many major links involved in live e-commerce, the mechanism that affects consumers' purchase intention is not very clear, resulting in the development of many merchants involved in live e-commerce is not smooth. Therefore, for live e-commerce merchants, the study of live e-commerce and the factors that affect consumers' purchase intention is important for their success in this activity. The purpose of this paper is to examine the influencing factors affecting consumers' purchase intention in a live-streaming shopping environment based on the research of Chinese scholars. Based on the literature review, scholars agree that consumers' perceptions of live-streaming shopping affect consumers' purchase intention. Therefore, it is necessary to understand consumers' perceptions of live-streaming shopping to increase consumers' purchase intention. In addition, it has been observed that although scholars have conducted some studies on consumer perceptions of live-streaming shopping, few scholars have measured it through its three dimensions based on Song and Liu’s (2022) study. Measuring consumers' purchase intention through these dimensions allows merchants in the live-streaming industry to understand consumers' purchase intention more accurately.
Keywords Chinese consumers, Credibility, Interactivity, Live-streaming shopping, Media richness
Field Business Administration
Published In Volume 6, Issue 3, May-June 2024
Published On 2024-06-22
Cite This Chinese Consumers’ Perception of Live-streaming Shopping: A Review - Ying Chai, Chere' Yturralde - IJFMR Volume 6, Issue 3, May-June 2024. DOI 10.36948/ijfmr.2024.v06i03.23151
DOI https://doi.org/10.36948/ijfmr.2024.v06i03.23151
Short DOI https://doi.org/gt2brn
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