the factors influence on chinese consumer purchase intention through webcast transaction
Miss Li Jia Ning(a*), Surachai Traiwannakij(b)

(a)Institute of Science Innovation and Culture Rajamangala University of Technology Krungthep
Sathorn, 10120 Bangkok, Thailand

Abstract

Abstract
Although live webcast trading has only been around for a few years, it has grown from obscurity to near ubiquity. Webcast trading has had a huge impact on the economy and society in a short period of time. E-commerce platforms are the root of live webcast trading, and as the leader of live webcast trading, e-commerce anchors are undoubtedly the most influential.
Since 2020, live trading has become the choice of many merchants. The influx of diversified funds and entities has led to the explosion of the ^live streaming with goods^ industry, but many problems and loopholes have also emerged. The e-commerce platform, which bears the brunt of the problem, deserves special attention due to its important and critical position in live trading. This paper investigates the purchase intention of Chinese consumers from three aspects: demographic factors, consumer behavioral factors and marketing mix 7ps factors. In terms of statistical methods, this study adopts a variety of statistical methods, i.e., independent t-test, one-way ANOVA, correlation analysis and regression analysis. On this basis, some suggestions are made.

Key words: Webcast transactions, e-commerce platforms, consumer willingness to buy

Keywords: Webcast transactions, e-commerce platforms, consumer willingness to buy

Topic: Green Management and Business