Factors Influencing College Students’ Purchase Intention Under Live Streaming E-Commerce Mode: A Systematic Literature Review
Keywords:
live streaming, e-commerce, live streaming e-commerce, systematic literature review, college students’ purchase intentionAbstract
The rise of live streaming media brings the Internet into all things live. Live streaming has brought new development to various industries, especially to e-commerce, which has brought huge traffic and changed the marketing mode of e-commerce. As an emerging business model, e-commerce live streaming has not only e-commerce attributes, but also the unique social interaction attributes of live streaming media. Once it was created, it has been developing rapidly. While the major e-commerce live streaming platforms are expanding rapidly, there are also some problems such as the low purchase conversion rate of e-commerce live streaming in the middle and low levels, low consumer loyalty and imperfect trading system, data fraud, homogeneity of content, difficulty in head anchor, the game of both brands and anchors, the anchor frequently "turning", and uneven product quality. In consideration of this, this study adopts the method of systematic literature review to systematically sort out the existing relevant literature in the field of domestic and foreign live e-commerce and the relevant influencing factors of college students' purchasing intention, in order to construct an integrated research framework on college students' purchasing intention, which will serve as a reference for the later deeper investigation of the pertinent academic study on college students' purchasing intention and the practice of live e-commerce practice.
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Copyright (c) 2023 Liming Liang, Mui Yee Cheok
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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