An Exploratory Analysis of How Live Broadcasting Affects Customer Decisions: A Case Study on Tao-Bao among Chinese Consumers
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Abstract
The present work aimed to explore how the customers’ decision is impacted by live broadcasting. A model was formulated for this purpose with trust in live streaming, the credibility of live streaming, customer motivation of live streaming, customer impulsive behaviours as predictor variables, and consumer purchase intention as the outcome variable. The convenience sampling technique was employed to recruit 412 respondents, which comprised consumers who viewed live streaming on Taobao. Questionnaires were used to gather data from the respondents on the variables studied in this research. The data was analyzed using descriptive statistical ANOVA and linear regression and the findings supported the hypothesized association. It was reported that trust in live streaming, the credibility of live streaming, customer motivation for live streaming, and customer impulsive behaviours were significantly and positively related to consumer purchase intention. In addition, the obtained regression model was reported to be significant, which suggested that the consumers' purchase intentions are influenced by the trust and credibility of live streaming and the motivation and impulsive behaviours of the consumers.
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