Proceedings of the 2024 3rd International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2024)

<Previous Article In Volume
Next Article In Volume>

The Impact Factors of TikTok Live Shopping Features on Consumer Purchase Intentions: Evidence from China

Authors
Gaoshuo Zhang1, *
1School of Literature, Journalism and Communication, Inner Mongolia University, Hohhot, Inner Mongolia, China
*Corresponding author. Email: zhgsh2021@163.com
Corresponding Author
Gaoshuo Zhang
Available Online 31 August 2024.
DOI
10.2991/978-94-6463-490-7_15How to use a DOI?
Keywords
TikTok Live shopping; SOR theory; Approach-oriented consumption; Avoidance-oriented consumption
Abstract

Drawing upon the Stimulus-Organism-Response (SOR) theory, this investigation delineates TikTok (Douyin) live shopping’s attributes into visual appeal, professionalism, price competitiveness, and sense of presence. A theoretical model is developed to scrutinize these attributes’ impact on consumer purchase intentions and to elucidate the underlying mechanisms influencing consumers’ predispositions and perceived immediacy in purchasing contexts. The study employs questionnaires and utilizes SPSS26.0 and AMOS22.0 for statistical analysis and hypothesis testing, aiming to refine marketing strategies for live-streaming entities, platforms, and vendors to boost consumption and revenue generation.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2024 3rd International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2024)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
31 August 2024
ISBN
978-94-6463-490-7
ISSN
2589-4919
DOI
10.2991/978-94-6463-490-7_15How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Gaoshuo Zhang
PY  - 2024
DA  - 2024/08/31
TI  - The Impact Factors of TikTok Live Shopping Features on Consumer Purchase Intentions: Evidence from China
BT  - Proceedings of the 2024 3rd International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2024)
PB  - Atlantis Press
SP  - 128
EP  - 137
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-490-7_15
DO  - 10.2991/978-94-6463-490-7_15
ID  - Zhang2024
ER  -