research-article

Research on the Influencing Factors of the Audience's Purchase Intention in Head Specialized Livestreamers' Live Streaming: Based on the Comparison of Two Platforms

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Jiayi HuangAuthors Info & Claims

ICSLT '21: Proceedings of the 7th International Conference on e-Society, e-Learning and e-Technologies

Pages 63 - 74

https://doi.org/10.1145/3477282.3477299

Published: 17 December 2021 Publication History

ICSLT '21: Proceedings of the 7th International Conference on e-Society, e-Learning and e-Technologies

Research on the Influencing Factors of the Audience's Purchase Intention in Head Specialized Livestreamers' Live Streaming: Based on the Comparison of Two Platforms

Pages 63 - 74

Abstract
References

Abstract

This study uses SEM to reveal the influence mechanism of head specialized livestreamers' information source characteristics on the audience's purchase intention, as well as the mediating effect of the audience's perceived value. On this basis, the multi-group analysis method is adopted to compare the difference of the influence of head specialized livestreamers' information source characteristics on the audience's purchase intention among various kinds of platforms. The results show that expertise and trustworthiness have a significant positive effect on perceived utility value and purchase intention, and perceived utility value plays a partial mediating role. Attractiveness has a significant positive effect on the perceived hedonistic value, but has no significant effect on purchase intention. Interactivity has no significant positive effect on perceived hedonistic value, but affects the purchase intention. Perceived hedonistic value does not mediate in the model. There are differences in some influencing factors of the audience's purchase intention between Taobao Live and Kuaishou Live.

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Cited By

He Y(2023)Research on the Influencing Factors of the Endangered Inheritance of Folk Intangible Cultural Heritage and the Educational Protection Based on Big Data TechnologyApplication of Big Data, Blockchain, and Internet of Things for Education Informatization10.1007/978-3-031-23947-2_34(314-324)Online publication date: 12-Jan-2023
https://doi.org/10.1007/978-3-031-23947-2_34

Index Terms

Research on the Influencing Factors of the Audience's Purchase Intention in Head Specialized Livestreamers' Live Streaming: Based on the Comparison of Two Platforms
1. Information systems
  1. World Wide Web
    1. Web applications
      1. Electronic commerce
        Online shopping

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ICSLT '21: Proceedings of the 7th International Conference on e-Society, e-Learning and e-Technologies

June 2021

123 pages

ISBN:9781450376846

DOI:10.1145/3477282

Copyright © 2021 ACM.

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Published: 17 December 2021

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ICSLT 2021

ICSLT 2021: 2021 7th International Conference on e-Society, e-Learning and e-Technologies

June 10 - 12, 2021

Portsmouth, United Kingdom

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Cited By

He Y(2023)Research on the Influencing Factors of the Endangered Inheritance of Folk Intangible Cultural Heritage and the Educational Protection Based on Big Data TechnologyApplication of Big Data, Blockchain, and Internet of Things for Education Informatization10.1007/978-3-031-23947-2_34(314-324)Online publication date: 12-Jan-2023
https://doi.org/10.1007/978-3-031-23947-2_34

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