Study on the influence of influencer live streaming on the purchase intention of college students in Guangxi, China

Abstract

With the rapid development of e-commerce and the live broadcasting industry, influencer live with merchandise has become a new e-commerce sales mode, which has received more and more attention and favour.The number of webcasters has achieved explosive growth, presenting a heated scene, so it is necessary to study the influencer live with merchandise and college students’ purchase behaviour. This study analyzed the current situation and influencing factors of college students’ shopping through influencer live streaming in Guangxi, China. The two research objectives of this study were: 1) To analyse the current situation of college students’ shopping through influencer live streaming in Guangxi, China; 2) To explore the factors that influence college students in Guangxi, China to shop through live streaming of influencers.

Guided by the theory of purchase intent and perceived value, this study adopted a quantitative research method. It distributed 1,209 questionnaires to college students in Guangxi, China, of which 1,180 were validly returned. This study found that: 1) 86.27% of college students in Guangxi, China, have experienced shopping through live streaming of Internet celebrities, mainly lower grade students who pay more attention to clothes and food; 2) The influential factors that influence college students in Guangxi, China, to shop through influencer live streaming include the influence of the anchor, professionalism, interactivity in the live room, the degree of discount, and the value of the product itself.

Keywords: internet platform, Influencer anchor, live streaming with merchandise, Purchase intention.

Study on the influence of influencer live streaming on the purchase intention of college students in Guangxi, China

Master of Business Administration (International Program), Siam University, Bangkok, Thailand