A study of factors influencing users’ purchase intention of Top Influencers’ live streaming
Meng Yang
Communication University of China,Nanjing
DOI: https://doi.org/10.59429/bam.v7i1.9570
Keywords: Live-streaming e-commerce; Purchase intention; Influencers
Abstract
The study examines factors influencing consumers’ purchase intentions in live-streaming e-commerce, focusing on top influencers. Based on the DeLone and McLean Information System Success Model, the impact of product characteristics, information quality, interaction strategies, service quality, and perceived value is analyzed. Data from 151 respondents show that all these factors significantly influence purchase intentions, with service quality and information quality having the strongest effects. The findings offer practical insights for optimizing influencer strategies and enhancing consumer engagement in China’s growing live-streaming market.
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