Advances in Economics, Management and Political Sciences

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Proceedings of the 2nd International Conference on Management Research and Economic Development

Series Vol. 93 , 21 June 2024


Open Access | Article

Consumption in Virtual Entertainment: A Conceptual Analysis of the Influencing Factors of Purchasing in Live Broadcast Economy

Jiayi Liu * 1 , Mehrunishah Begum Bathusha Hamid 2
1 Graduate School of Business, Segi University , Kota Damansara, Petaling Jaya, Malaysia
2 Graduate School of Business, Segi University , Kota Damansara, Petaling Jaya, Malaysia

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 93, 1-6
Published 21 June 2024. © 21 June 2024 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Jiayi Liu, Mehrunishah Begum Bathusha Hamid. Consumption in Virtual Entertainment: A Conceptual Analysis of the Influencing Factors of Purchasing in Live Broadcast Economy. AEMPS (2024) Vol. 93: 1-6. DOI: 10.54254/2754-1169/93/20241064.

Abstract

With the surge in the number of online shopping consumers in China and the continuous development of online shopping platforms, live broadcast marketing has become a major factor in supporting the China's economic development. In the field of e-commerce, webcasting has been favored by more and more people as an effective marketing strategy to attract consumers and promote products. However, consumer intention analysis of e-commerce live shopping is a relatively young research field, and theoretical research is still needed to fill in the gaps. The main purpose of this study is to analyze the factors that affect consumer purchase intentions in the live broadcast economy. This paper proposes a conceptual framework, that is, anchor characteristics, social interaction, and perceived value will affect consumers' purchase intention in the context of live shopping. This study draws conclusions on the factors affecting consumer purchase intention, and provides suggestions for future research to promote the standardization, efficiency and reliability of live streaming e-commerce.

Keywords

Live Broadcast Economy, Online shopping platform, Purchase intention, Chinese consumers

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 2nd International Conference on Management Research and Economic Development
ISBN (Print)
978-1-83558-485-9
ISBN (Online)
978-1-83558-486-6
Published Date
21 June 2024
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/93/20241064
Copyright
21 June 2024
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

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