Research Article
Research on the Influencing Factors of Customers' Purchase Intention in Tiktok Live Broadcast Room ——Take a Clothing Brand as an Example
@INPROCEEDINGS{10.4108/eai.19-5-2023.2334339, author={Jing Li and Huici Zhao and Hongjuan Tan}, title={Research on the Influencing Factors of Customers' Purchase Intention in Tiktok Live Broadcast Room ------Take a Clothing Brand as an Example}, proceedings={Proceedings of the 2nd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2023, May 19--21, 2023, Hangzhou, China}, publisher={EAI}, proceedings_a={ICBBEM}, year={2023}, month={7}, keywords={live streaming e-commerce; willingness to buy; e-commerce; tiktok live broadcast}, doi={10.4108/eai.19-5-2023.2334339} }- Jing Li
Huici Zhao
Hongjuan Tan
Year: 2023
Research on the Influencing Factors of Customers' Purchase Intention in Tiktok Live Broadcast Room ——Take a Clothing Brand as an Example
ICBBEM
EAI
DOI: 10.4108/eai.19-5-2023.2334339
Abstract
Live streaming goods are developing rapidly in China, and consumers are gradually accustomed to spending in live broadcast rooms. This paper takes A clothing brand as an example to collect and analyze the datas of different live broadcast rooms in its TikTok live broadcast, and conducts empirical analysis from two aspects: situational factors and commodity factors. The results show that product quality has a positive impact on customers' purchase intention in the clothing live broadcast. In the clothing live broadcast, the number of goods has a positive impact on customers' purchase intention; In the live broadcast of clothing, the personal attraction of the anchor has a positive impact on the customer's purchase intention; The average number of people online in live clothing has a positive impact on customers' purchase intentions; The frequency of forcing orders in clothing live streaming has a positive impact on customers' purchase intentions. Based on the research conclusions, this paper puts forward suggestions for merchants to improve the quality of clothing, pay attention to anchor training, increase product styles, etc. to enhance customers' willingness to buy.
