The Impact of Live Commerce and Short Video on College Students’ Actual Purchase

Research Article
Open access

The Impact of Live Commerce and Short Video on College Students’ Actual Purchase

Wanyi Che 1 , Qingfang Huang 2 , Siyuan Liu 3*
  • 1 School of Digital Economy, Dongguan City University, No. 1 Wenchang street, Liao Bu Town, China    
  • 2 Jinan Foreign Language School, Jin Yu Avenue, Huashan Street, China    
  • 3 School of Journalism and Communication, Northwest Minzu University, San Jiao Street, Xia Guan Ying Town, China    
  • *corresponding author p200711666@stu.xbmu.edu.cn
LNEP Vol.4
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-915371-33-1
ISBN (Online): 978-1-915371-34-8

Abstract

The emergence of new media has led to live commerce becoming a novel, widely adopted trend, and live commerce has also become a new business model. This study has put a lot of work into creating an integrated model that combines the theories of planned behavior and media exposure to explain the connection between watching short videos and in-person shopping. We looked at the connections between attitude, subjective norm, perceived behavioral control, frequency, duration, and attention to live commerce viewing, as well as real purchases. To check the accuracy of the fictitious model, 402 college students in China participated in a questionnaire study that yielded empirical data. The structural equation model is shown to have a strong model fit for empirical data, while the measurement model demonstrates that the theoretical constructs have appropriate reliability and validity. The results of the study demonstrate that customers’ attitudes toward live commerce and their perceived behavioral control over it greatly influenced their actual purchases. But the effect of subjective norms on actual purchases has not been verified. This research addressed the knowledge gap in the application of TPB to explain offline and online purchasing behavior. Also, this study has its limitation; since the research is primarily focused on China, it is difficult to extrapolate the findings to other countries.

Keywords:

the theory of planned behavior, media exposure, live commerce, actual purchase, online shopping

Che,W.;Huang,Q.;Liu,S. (2023). The Impact of Live Commerce and Short Video on College Students’ Actual Purchase. Lecture Notes in Education Psychology and Public Media,4,983-993.
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References

[1]. Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58-67.

[2]. China Daily.618 online sales report from Xingtu data: The total transaction value during the 618 sales period in 2022 was 695.9 billion yuan. June 20, 2022. Retrieved on September 27, 2022. Retrieved from http://cn.chinadaily.com.cn/a/202206/20/WS62b03fcfa3101c3ee7adb9bc.html

[3]. Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886.

[4]. Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556.

[5]. Yashu, Y., & Tiantian, W. (2021). Study on the Impact of Online Live Broadcast on College Students’ Consumption.Academic Journal of Business & Management,3(3).

[6]. Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2020). The impact of live video streaming on online purchase intention.The Service Industries Journal,40(9-10), 656-681.

[7]. Erkan, I., & Evans, C. (2018). Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications,24(6), 617-632.

[8]. Ketabi, S. N., Ranjbarian, B., & Ansari, A. (2014). Analysis of the effective factors on online purchase intention through the theory of planned behavior. International Journal of Academic Research in Business and Social Sciences,4(4), 374-382.

[9]. Michelle, A., & Susilo, D. (2021). The Effect of Instagram Social Media Exposure on Purchase Decision. ETTISAL: Journal of Communication,6(1), 36-50.

[10]. Shin, Y. H., Jung, S. E., Im, J., & Severt, K. (2020). Applying an extended theory of planned behavior to examine state-branded food product purchase behavior: The moderating effect of gender. Journal of Foodservice Business Research, 23(4), 358-375.

Cite this article

Che,W.;Huang,Q.;Liu,S. (2023). The Impact of Live Commerce and Short Video on College Students’ Actual Purchase. Lecture Notes in Education Psychology and Public Media,4,983-993.

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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About volume

Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 3

ISBN：978-1-915371-33-1(Print) / 978-1-915371-34-8(Online)
Editor：Muhammad Idrees, Matilde Lafuente-Lechuga
Conference website: https://www.icihcs.org/
Conference date: 18 December 2022
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.4
ISSN：2753-7048(Print) / 2753-7056(Online)

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References

[1]. Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58-67.

[2]. China Daily.618 online sales report from Xingtu data: The total transaction value during the 618 sales period in 2022 was 695.9 billion yuan. June 20, 2022. Retrieved on September 27, 2022. Retrieved from http://cn.chinadaily.com.cn/a/202206/20/WS62b03fcfa3101c3ee7adb9bc.html

[3]. Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886.

[4]. Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556.

[5]. Yashu, Y., & Tiantian, W. (2021). Study on the Impact of Online Live Broadcast on College Students’ Consumption.Academic Journal of Business & Management,3(3).

[6]. Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2020). The impact of live video streaming on online purchase intention.The Service Industries Journal,40(9-10), 656-681.

[7]. Erkan, I., & Evans, C. (2018). Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications,24(6), 617-632.

[8]. Ketabi, S. N., Ranjbarian, B., & Ansari, A. (2014). Analysis of the effective factors on online purchase intention through the theory of planned behavior. International Journal of Academic Research in Business and Social Sciences,4(4), 374-382.

[9]. Michelle, A., & Susilo, D. (2021). The Effect of Instagram Social Media Exposure on Purchase Decision. ETTISAL: Journal of Communication,6(1), 36-50.

[10]. Shin, Y. H., Jung, S. E., Im, J., & Severt, K. (2020). Applying an extended theory of planned behavior to examine state-branded food product purchase behavior: The moderating effect of gender. Journal of Foodservice Business Research, 23(4), 358-375.

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