Effect of Knowledge-based Live Streamers’ Features on Undergraduate’s Purchase Intention in Private Universities of Jinan, China
คำสำคัญ:
Knowledge-based Live Streamer, Flow Experience, Purchase Intentionบทคัดย่อ
The research objectives are to (1) explore the impact of features of knowledge-based live streamers on undergraduate’s flow experience in the context of live streaming; (2) explore the impact of knowledge-based live streamers’ features on undergraduate’s purchase intention; (3) explore the impact of flow experience on undergraduate’s purchase intention; (4) explore the mediating role of flow experience between the features of knowledge-based live streamers and undergraduate’s purchase intention. To achieve these objectives, quantitative research was adopted in this research. A total of 425 students from five private universities of Jinan, China, participated in the survey by stratified sampling. Data was analyzed using a Structural Equation Modeling (SEM) approach to test the research hypotheses.
The research findings showed that (1) the features of knowledge-based live streamers had significant influence on undergraduate’s flow experience; (2) the features of knowledge-based live streamers had significant influence on undergraduate’s purchase intention; (3) the flow experience had significant impact on undergraduate’s purchase intention; (4) the flow experience played a mediating role in the influence of knowledge-based e-commerce live streamers on undergraduate’s purchase intention. Overall, this study not only enriches the theoretical understanding of consumer psychological mechanism in the e-commerce live streaming but also offers empirical evidence for the e-commerce live streaming industry to better meet consumer psychological needs, promoting sustainable development of the e-commerce live streaming industry in Jinan and beyond.
เอกสารอ้างอิง
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