Factors Affecting Customer Online Purchasing Intention in Live Streaming Marketing Context

Abstract

The current research is concerned with exploring some of the factors influencing customer online purchasing intention in live streaming marketing arena. Using an online questionnaire to gather research data from a convenience sample consisted of 260 participants, three hypotheses were tested via IBM SPSS 25.0 and Smart PLS 3.0 software. The results pointed out that customer online purchasing intention is significantly and positively affected by customer perceptions, online purchasing stimuli, and marketing mix elements. Hence, it was concluded that lifting customer intention could be attained through considering factors related to customers such as their perceptions about product quality, internal and external factors in marketing environment such as chat rooms and online interactions, as well as marketing mix elements like equitable prices and discounts as well as broadcaster knowledge of the product. The research contributes to the literature on live streaming marketing through filling a considerable gap in emerging economies and instructs managers to develop their own strategy of live streaming to enhance sales as a result of adopting digital marketing applications.