CRITICAL FACTORS INFLUENCING PURCHASE DECISION AMONG ONLINE SHOPPERS IN CHINESE LIVE STREAMING COMMERCE
This study explores the key factors influencing Chinese online consumers' purchasing decisions in live-streaming commerce. The impact of streamer attractiveness, information quality on purchasing decisions, and the moderating role of gender in this relationship are studied. The research adopts survey method, based on 487 valid survey data, and uses structural equation modeling to analyze the data. The study found that there is a significant positive correlation between streamer attractiveness, information quality and purchase decision, and gender also plays a moderating role in the relationship between streamer attractiveness, information quality and purchase decision. Like the earlier research results, the results of this study reveal the importance of streamer attractiveness and information quality on live streaming consumers' purchasing decisions. Second, the study reveals the importance of gender as a moderating factor. Furthermore, a new purchase decision model for live commerce was developed through the research. This study shows that understanding the key factors of these influences and managing them effectively will enhance business performance in the market. Insights into consumer behavior in the context of live commerce by developing model predictions.
Live Streaming Commerce, Purchasing Decisions, Streamer Attractiveness, Information Quality