I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment

Abstract

Purpose Grounding the research in the stimulus-organism-resource (S-O-R) framework, this study aims to address the research gap of explaining and predicting the relationship between price discounts, interactivity and professionalism on college students’ purchasing intention in live-streaming shopping. It also attempts to understand if trust plays the role of mediator in the effect of these relationships. Design/methodology/approach This study collected data using a questionnaire protocol adapted and refined from the original scales in existing studies. The partial least squares structural equation modeling was used to analyze data collected from 258 college students in China. Other than assessing the path model’s explanatory power, this study examined the model’s predictive power toward predicting new cases using PLS predict. Findings Results indicated that all three predictors have a positive significant relationship with trust, while only price discounts demonstrate a significant relationship with purchase intention. Simultaneously, the mediation results provide support to the S-O-R framework demonstrating that external factors (professionalism, interactivity and price discounts) can arouse organism (trust), which in return, generate a behavioral outcome (purchase intention). Originality/value This study is the first few studies that focus on college students’ behavioral responses in an online shopping environment. At the same time, this is the first study supplement the explanatory perspective with a predictive focus, which is of particular importance in making sound recommendations on managerial decision-making.

Factors Affecting Consumers’ Purchasing Behaviours in Live Streaming E-Commerce: A Review

“…This may because consumers' purchase intention is increased by trust in streamers is through the improvement in consumers' trust in products [20]. Zhong et al (2022) got the similar results with Chen et al (2020) [9]. Lee and Chen (2021) found that streamer's expertise can positively affect consumers' perceived enjoyment which inspired impulse purchase [4].…”

“…The results show that price discounts can not only increase collage students' trust to live streaming shopping, but can significantly improve their purchase intention. This was due to limited purchasing power among college students [9]. However, there are still researches show that price promotion will not promote consumers' purchase intention and buying behaviour.…”

“…Hence, they are likely to make impulse purchases [8]. Zhong et al (2022) studied the purchase intention in live streaming shopping among college students. The results show that price discounts can not only increase collage students' trust to live streaming shopping, but can significantly improve their purchase intention.…”

“…Huang and Suo (2021) pointed out that consumer-streamer interaction effectively decreased consumers' preserved risk on the products and inspired impulsive buying behaviour [6]. Zhong et al (2022) observed that trust could mediated the influence between consumer-streamer interaction and purchase intention [9]. Researchers put forward a concept of social presence of streamers to study how the consumer-streamer interactions impact purchasing intention and behavior.…”

The Influence of Live-Streamers on Somethinc’s Purchase Intention at Tiktok Shop Mediated by Consumer Trust

“…The desire to trust the seller and take action where doing so puts the consumer exposed to the seller is referred to as consumer trust in online commerce. [18]. The human ego is built to be a consumer that constantly seeks approval and respect [19].…”