INFLUENCE MECHANISM OF LIVE STREAMING SHOPPING ON CONSUMERS’ PURCHASING BEHAVIOR CHONGQING CITY, CHINA

Abstract

The objective of this research were 1) to study the current situation of live streaming Shopping on consumers’ purchasing behavior Chongqing city, China; 2) to study the factors that of Live Streaming Shopping on Consumers’ Purchasing behavior Chongqing city, China. The study was quantitative research. The population of this study was 31.02 million people in Chongqing city, China. The sample size was 400 of people in Chongqing city, China determined by Taro Yamane formula. The research instrument was a 5 rating scale questionnaire. Statistics used for data analysis were percentage, frequency, mean, and standard deviation. The research results revealed that 1) the current situation of live streaming Shopping on consumers’ purchasing behavior Chongqing city, China 86.27% of have experienced to shopping through live streaming of Internet celebrities, mainly lower grade students who pay more attention to clothes and food, 2) The influential factors that influence to shop through influencer live streaming include the influence of the anchor, professionalism, interactivity in the live room, the degree of discount, and the value of the product itself.