The Impact of Live Streaming E-commerce Features on Chinese Consumers\u27 Attitude and Purchase Intention

In recent years, live streaming e-commerce has been gaining popularity among Chinese consumers as a new social trend. Compared to traditional e-commerce, the shopping model of live streaming service plus e-commerce demonstrates some benefits of social media features, encouraging consumers to engage in live shopping. This study aims to predict how different live streaming e-commerce features (visibility, interactivity, price discount, and celebrity endorsement) influence Chinese consumers\u27 attitude and purchase intentions. It also examines how TPB components (subjective norm, perceived behavior control, and attitudes) can affect Chinese consumers\u27 purchase intention using a theoretical model combined with the TPB model and the S-O-R model. To achieve this goal, I collected 1239 valid questionnaires using the questionnaire method to explore the influence of correlation between these variables. Confirmatory factor analysis (CFA) is conducted to validate each theoretical concept\u27s reliability and construct validity. The results of hierarchical linear regression indicate that all live e-commerce features positively correlate with consumers\u27 attitudes towards brands and platform use. Among them, price discount significantly impacted consumers\u27 attitudes towards platform use, while visibility, interactivity, and celebrity endorsement significantly impact on consumers\u27 attitudes towards brands. The results also showed that all TPB components positively correlated with consumer purchase intention. Consumers\u27 attitudes towards platform use had a stronger impact on consumers\u27 purchase intentions than the attitude towards brands