Factors Influencing of Consumer Purchasing Intention on Network Broadcast

Liu Liuyan, Tatchapong Sattabut, Nusanee Meekaewkunchorn and Chaiyawit Muangmee ()
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Liu Liuyan: Bansomdejchaopraya Rajabhat University, The Graduate School
Tatchapong Sattabut: Bansomdejchaopraya Rajabhat University, Faculty of Management Sciences
Nusanee Meekaewkunchorn: Bansomdejchaopraya Rajabhat University, Faculty of Management Sciences
Chaiyawit Muangmee: Bansomdejchaopraya Rajabhat University, Faculty of Management Sciences

A chapter in Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024), 2024, pp 372-379 from Springer

Abstract: Abstract The purpose of this study is to explore the factors that affect the purchase intention of network broadcast consumers, and discuss the impact of these factors on consumers in Guangxi, the influence of situational factors (information quality, human interaction, transaction quantity) and marketing stimulus (discount offer, time limit) on the purchase intention of Guangxi consumer. A random sampling method was used to conduct a questionnaire survey among 400 users in Guangxi who watched live network broadcasts and bought products. The questionnaire uses the self-filling questionnaire as the research tool, including information quality, human interaction, transaction quantity, discount offer, time limit and purchasing intention. The validity and reliability analyses were carried out to ensure the stability of the collected data. The research result shows that information quality, human interaction, transaction quantity, discount offer, and time limit have a positive impact on consumer purchasing intention. In order to increase purchasing intention, information quality, human interaction, transaction quantity, discount offer, and time limit can be increased. Since they have the most significant impact on purchasing intention, it is recommended to strengthen the design of information quality, human interaction, transaction quantity, discount offer, and time limit in products or services. This research provides valuable insights for businesses operating in the online sales industry and can be used to improve their marketing strategies to attract more customers.

Keywords: Network broadcast; Situational factors; Marketing stimulus; Consumer purchasing intention; SOR theoretical model (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-488-4_41

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