| Title: | An Analysis of the Impact Mechanism of Live-streaming Marketing on Chinese College Students’ Purchase Intentions |
| Author: | Bao Lei |
| Advisor: | Dr. Ma Yu |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2567 (2024) |
Published: นำเสนอในที่ประชุมวิชาการ (Conference) 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.811-824) Click PDF
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.
Keywords: entertainment value, content quality, opinion leader traits, purchase intention
6317195875, , Bao Lei, Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), An Analysis of the Impact Mechanism of Live-streaming Marketing on Chinese College Students’ Purchase Intentions, นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
