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Survey on College Students' Intention to Purchase Live-Streamed Snacks

Author(s)

Ting Zhou*, Jiahui Xiao, Sheng Chen, Bao Zhou

Affiliation(s)

Guangdong Ocean University , Yangjiang, Guangdong, China *Corresponding author.

Abstract

This study aims to explore the underlying factors that influence college students' inclination to purchase trendy live-streamed snacks. By employing a combination of literature review, questionnaire surveys, and statistical analysis, it utilizes the SOR theoretical model and leverage SPSS to validate the hypotheses. The results reveal that the captivating aspects of live-streaming, such as its entertainment value, authenticity, visual appeal, and irresistible discounts, significantly impact consumers' intention to make a purchase. Additionally, it is found that perceived value and trust play crucial mediating roles in shaping consumers' purchasing intentions, particularly in the realms of interactivity, entertainment, discounts, and content. Moreover, perceived value serves as a mediator in the influence of visual appeal on consumers' buying decisions. Based on these findings, practical recommendations are provided for internet influencers, brands and merchants, live-streaming platforms, and consumers alike, enabling them to maximize the benefits derived from this exciting and burgeoning trend.

Keywords

Live-Streamed Shopping; SOR Theory; Theoretical Validation Using SPSS; Consumer Purchasing Intention

References

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