• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Quaterly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Managing Editor: Ms. Shira. W. Lu
    • Abstracting/ Indexing:  Crossref, Electronic Journals Library , EBSCO
    • E-mail: ijtef.editorial.office@gmail.com
HOME > Archive > 2023 > Volume 14 Number 3 (Aug. 2023) >
IJTEF 2023 Vol.14(3): 41-48 ISSN: 2010-023X
DOI: 10.18178/ijtef.2023.14.3.754

Relationships between Live-streaming e-Commerce and Consumers’ Purchase Intentions and Corporate Brand Marketing: A Survey Based on China

Yingfang Chen

Abstract—Live-streaming is growing rapidly and contributes to digital marketing. Aiming to find out the relationships between live-streaming e-commerce and consumers’ purchase intentions, as well as corporate brand marketing and the influencing factors behind the associations, this research, from the standpoint of customers, adopted an online survey to collect 342 samples in China. The author finds that live-streaming can increase consumers’ purchase intentions and improve corporate brand marketing. On the one hand, customers are found to pay more attention to discounts, coupons, and gifts offered in live-streaming rooms before purchasing through live-streaming and buying new brands, compared with other factors. On the other hand, brands related to public welfare are more likely to be remembered by audiences, which is conducive to corporate brand marketing. More interestingly, this research also indicates that consumers have a positive attitude towards purchasing through live-streaming during Chinese shopping festivals. Besides, customers’ age is also found to have a significantly negative relationship with their attitudes on the purchase intentions through live-streaming. Overall, this study has theoretical and practical implications. Not only does it enrich the existing literature regarding live-streaming, but also it provides some useful suggestions to suppliers, live-streamers, and companies.

Index Terms—Live-streaming e-commerce, purchase intention, brand marketing, discount.

Yingfang Chen was with University of Glasgow, Glasgow, Scotland (e-mail: roseychan_316@163.com).

[PDF]

Cite: Yingfang Chen, "Relationships between Live-streaming e-Commerce and Consumers’ Purchase Intentions and Corporate Brand Marketing: A Survey Based on China," International Journal of Trade, Economics and Finance vol.14, no.3, pp. 41-48, 2023.

Copyright © 2023 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

PREVIOUS PAPER
First page
NEXT PAPER
An Attention Based Multi-gate Mixture-of-Experts Model for Quantitative Stock Selection

Copyright © 2008-2024. International Journal of Trade, Economics and Finance. All rights reserved.
E-mail: ijtef.editorial.office@gmail.com