Influencing factors of celebrity livestreaming on Guizhou college students' purchase intention in the post-pandemic era

Name: Pan Tingting

keyword: Celebrities livestreaming

ThaSH: Social media -- Influence -- Research

; Purchase intention

ThaSH: Electronic commerce -- Research

; Post-pandemic era

ThaSH: Business Administration -- Research

Abstract: This study revealed the challenges and concerns faced by the live streaming market from the perspective of the relationship between emerging live broadcast platforms, celebrity culture, and consumer behavior, made specific contributions to the exploration of student communication and entertainment media environments and would provide some post-pandemic era purchase intentions on industry development in Guizhou student groups. The purpose of this study was to explore the significant difference in purchase intention of celebrities livestreaming among groups of different control variables of Guizhou college students; to examine the influencing mechanism of the Guizhou college student purchase intention on celebrities' livestreaming based on attitude, perceived value, perceived usefulness, and subjective norm, and; to suggest feasible suggestions for better-developing strategies for celebrity livestreaming to improve Guizhou college student purchase intention. Four hundreds and thirty-nine Guizhou college students completed questionnaires through the online WeChat platform by random sampling in December 2022. The results showed that students' attitudes, perceived value and usefulness, and subjective norms significantly impacted purchase intention during the post-pandemic era. Other factors influencing students' perception of using celebrity livestreaming in cognition, consciousness, favor, functional value, social value, face consciousness, and group consistency were tested. They showed significant impacts on influencing factors to purchase intention, respectively.

North Bangkok University

Address: BANGKOK

Email: library@northbkk.ac.th

Name: Watt Mong Kwan Jacky

Role: Advisor

Created: 2023

Modified: 2025-03-30

Issued: 2025-03-30

วิทยานิพนธ์/Thesis

application/pdf

eng

Spatial: Guizhou

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Management

Grantor: North Bangkok University

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