Influencing factors of livestreaming marketing on Chengdu consumers' purchase intention based on the SOR model

Name: Leng Sijing

keyword: Livestreaming marketing

ThaSH: Business Administration -- Research

; Purchase intention

; SOR model

Abstract: This study took the consumers accustomed to online sales through livestreaming marketing as the research object. Based on the understanding of consumer behavior, the SOR model was used as the theoretical research basis that combined the purchase intention theory and the perceived value theory in this study analysis. Through the questionnaire survey method, the influence of online marketing activities on consumers' purchase intentions would be explored and examined with the functionalities of the elements that impact purchase intention. The purpose of this study was to investigate the significant difference in purchase intention of livestreaming marketing of different control variables (gender, age, education, and monthly disposable income) in Chengdu; to examine the influencing mechanism of the Chengdu residents' purchase intention on livestreaming marketing based on perceived value, functional value, and trust value, and; to put forward feasible suggestions on improved development for livestreaming marketing through respective influencing factors of the SOR model in Chengdu. Three hundreds and ninety people completed questionnaires of Chengdu consumers through the online WeChat platform by random sampling in January and February 2023. The results showed that emotional value, functional value, and trust value significantly impacted purchase intention by Chengdu consumers. Further influencing factors in real-time interaction, discount convenience, and professionalism were tested and showed significant impacts on emotional, functional, and trust values in livestreaming marketing, 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: Chengdu

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Management

Grantor: North Bangkok University

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