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Investigation of enables affecting intention to buy cosmetics via live stream for e-commerce in Kunming
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Author(s)
Li, Wenzhuo.
Other Contributor(s)
University of the Thai Chamber of Commerce. International Business.
University of the Thai Chamber of Commerce. International School of Management.
Publisher(s)
University of the Thai Chamber of Commerce
Date Issued
2023
Resource Type
Independent study
Language
English
Abstract
This research paper delves into the factors affecting consumers' intention to buy cosmetics via live-stream e-commerce platforms, leveraging the Theory of Planned Behavior model. An empirical study was conducted to test nine proposed hypotheses, exploring aspects such as perceived effectiveness of live-stream shopping, product authenticity, peer and influencer influence, and comfort with digital transactions, among others. Findings suggest that all these factors have a significant positive influence on behavioral intention. Particularly, the comfort in digital transactions and the ability to interact in a live-stream setting stood out as the most influential factors. The data also underscored the importance of prior experience and perceived quality of the products. However, this study was limited geographically and faced some issues of noncooperation from users, pointing to directions for future research. Implications for businesses in this sphere are numerous. To optimize user experience and drive sales, it is recommended that businesses emphasize ease of transaction, interactive elements of the live-streaming process, and assurance of product quality and authenticity. Strategies should also be oriented towards leveraging peer and influencer influence and aligning with beauty standards portrayed in social media. This research contributes to the literature on live-stream e-commerce and offers valuable insights for businesses looking to tap into this burgeoning digital commerce channel.
Description
Independent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2023.
Degree Level
Masters
Degree Grantor
University of the Thai Chamber of Commerce
Access Rights
Open access
Rights
This work is under copyright of University of the Thai Chamber of Commerce (UTCC). Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Rights Holder
University of the Thai Chamber of Commerce
Physical Location
University of the Thai Chamber of Commerce
Bibliographic Citation
Li, Wenzhuo. (2023). Investigation of enables affecting intention to buy cosmetics via live stream for e-commerce in Kunming.
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