Author(s)

Jianan Li ¹

Affiliation(s)

¹ School of Economics and Management, China University of Mining and Technology, Xuzhou, China

Corresponding Author

Jianan Li

ABSTRACT

This paper mainly studies the influence of webcast delivery on consumers' purchase intention. Taking webcast delivery and consumers' purchase behavior as research variables, this paper deeply analyzes the influence of webcast delivery on consumers' purchase behavior. First, the specific variables of the research question are clearly defined, and the conceptual model of consumers' purchase intention is constructed. Secondly, SPSS was used to analyze the reliability and validity of the questionnaire data, and the central tendency, dispersion degree and distribution characteristics of the main variables were statistically described. Finally, regression analysis of the questionnaire data were carried out by using analytical tools, and the hypotheses were statistically inferred and tested. This paper provides theoretical support and practical guidance for promoting the development of webcast delivery, optimizing marketing strategy, and improving the sales performance of merchants.

KEYWORDS

E-commerce live streaming, Purchasing decisions, Linear regression

CITE THIS PAPER

Jianan Li, Research on the Influence of Webcast on Consumer Purchasing Decision. Tourism Management and Technology Economy (2024) Vol. 7: 7-14. DOI: http://dx.doi.org/10.23977/tmte.2024.070202.

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