Title: The Impact of Eating Broadcasts on Consumer Purchase Behavior -A Case Study of Douyin Platform
Author: Yan Xiao
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.243-254) Click PDF
Abstract
The e-commerce live broadcast business is developing rapidly. College students have become an important audience of eating broadcasts due to their high Internet use frequency and consumption ability. The shopping coupons lead to increased consumer spending as viewers are motivated to purchase the featured food products. Douyin is a leading short video platform, and the impact of Douyin eating broadcasts on college students’ consumption behavior is of great concern.
This study had two objectives: 1) To explore the current consumption situation of Douyin eating broadcasts; 2) To explore the key factors affecting Shanghai University students’ purchase behavior in the eating broadcasts of Douyin.
A quantitative approach was employed, using a structured questionnaire distributed to 110 students. This study investigated how eating broadcasts impact Shanghai University students’ purchase behavior in Douyin. Focusing on three key variables, live streaming content, influencers, and shopping coupons, the research aimed to examine how these factors influence students’ purchase behavior.
This study found that: 1) Eating broadcasts have become a significant and growing trend in e-commerce, attracting many students, and the convenience and dynamic nature of live streaming have made it an attractive shopping option for students; 2) Engaging live streaming content, charismatic influencers, and shopping coupons significantly enhance students’ purchase behavior. As a result, brands and retailers have begun to recognize the potential of leveraging this trend by offering shopping coupons during these broadcasts. This strategy not only captures the attention of viewers, who are often already interested in food and dining experiences, but also encourages impulsive buying decisions. The combination of these factors leads to increased purchase confidence, repeated buying, and overall positive purchase experiences.
Recommendations: 1) To enhance the effectiveness of eating broadcasts, broadcasters should 1) invest in professional production techniques to improve content quality, 2) leverage influencer authenticity by building genuine connections and promoting transparency, and 3) strategically utilize exclusive, time-sensitive shopping coupons to incentivize purchases while clearly communicating pricing to reinforce perceived value.
Keywords: Douyin eating broadcasts, live streaming content, influencer, shopping coupons, purchase behavior
The Impact of Eating Broadcasts on Consumer Purchase Behavior -A Case Study of Douyin Platform /
6617195026 Yan Xiao 2567 (2024) The Impact of Eating Broadcasts on Consumer Purchase Behavior -A Case Study of Douyin Platform วิทยานิพนธ์ (Thesis), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University