An analysis of the impact mechanism of live-streaming marketing on Chinese college students purchase intentions

Name: Bao Lei

keyword: Independent Study

ThaSH: Consumer behavior

Classification :.DDC: 658.8342

; entertainment value

ThaSH: Electronic commerce

; content quality

ThaSH: Decision making

; opinion leader traits

ThaSH: Shopping

; purchase intention

ThaSH: Teleshopping

Abstract: This study aimed to develop an effective model to explore how entertainment value, content quality, and opinion leader traits impact purchase intentions. The objectives of this study were to examine the influences of entertainment value, content quality, and opinion leader traits on college students’ purchase intentions. The study employed a quantitative research approach to obtain concrete research results. Targeting Chinese college students, the research distributed a questionnaire to 400 students via online platforms, receiving 380 valid responses. Judgmental sampling was used based on participants’ characteristics, experiences, knowledge, and professional backgrounds. The findings indicate that live-streaming marketing has a direct impact on consumer behavior and purchase motivation, with entertainment value, content quality, and opinion leader traits positively influencing college students’ purchase intentions. Based on the research findings, enterprises should improve the quality of live broadcast content, train high-quality anchors, strengthen the interaction of live broadcasts, use emotional marketing and adopt dynamic marketing strategies to improve the marketing effect of online live broadcasts, and finally stimulate consumers’ purchase behavior to achieve marketing purposes.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Ma Yu

Role: Advisor

Created: 2567

Modified: 2568-06-10

Issued: 2025-06-10

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

©copyrights SIAM UNIVERSITY

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	BaoLei.pdf	491.78 KB

ใช้เวลา

0.024231 วินาที