The Factors Influence on Chinese Consumer Purchase Intention Through Webcast Transaction Miss Li Jia Ning, Surachai Traiwannakij
Rajamangala University of Technology Krungthep
Abstract
Although live webcast trading has only emerged for a few years, it has rapidly grown from obscurity to near-ubiquity. Webcast trading has significantly impacted the economy and society in a short period. 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 bears the brunt of the problem and deserves special attention due to its essential and critical position in live trading. This paper aims to investigate the factors influencing Chinese consumer purchase intention based on three aspects: demographic factors, consumer behavioral factors, and marketing mix 7ps factors. Descriptive statistics such as frequency, percent frequency, mean, and standard deviation are introduced. Various statistical methods are used to test the hypothesis regarding inferential statistics, i.e., Independent Sample t-test, One-way ANOVA, Two-way ANOVA, Three-way ANOVA, and multiple regression analysis.
