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I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment

Yingyu Zhong (Department of Business Management, BNU-HKBU United International College, Zhuhai, China)
Yingying Zhang (Department of Business Management, BNU-HKBU United International College, Zhuhai, China)
Meng Luo (Department of Business Management, BNU-HKBU United International College, Zhuhai, China)
Jiayue Wei (Department of Business Management, BNU-HKBU United International College, Zhuhai, China)
Shiyang Liao (Department of Business Management, BNU-HKBU United International College, Zhuhai, China)
Kim-Lim Tan (Department of Business Management, BNU-HKBU United International College, Zhuhai, China and the University of Newcastle, Callaghan, Australia)
Steffi Sze-Nee Yap (Swinburne University of Technology – Sarawak Campus, Kuching, Malaysia)

Young Consumers

ISSN: 1747-3616

Article publication date: 17 January 2022

Issue publication date: 6 July 2022

3430

Abstract

Purpose

Grounding the research in the stimulus-organism-resource (S-O-R) framework, this study aims to address the research gap of explaining and predicting the relationship between price discounts, interactivity and professionalism on college students’ purchasing intention in live-streaming shopping. It also attempts to understand if trust plays the role of mediator in the effect of these relationships.

Design/methodology/approach

This study collected data using a questionnaire protocol adapted and refined from the original scales in existing studies. The partial least squares structural equation modeling was used to analyze data collected from 258 college students in China. Other than assessing the path model’s explanatory power, this study examined the model’s predictive power toward predicting new cases using PLS predict.

Findings

Results indicated that all three predictors have a positive significant relationship with trust, while only price discounts demonstrate a significant relationship with purchase intention. Simultaneously, the mediation results provide support to the S-O-R framework demonstrating that external factors (professionalism, interactivity and price discounts) can arouse organism (trust), which in return, generate a behavioral outcome (purchase intention).

Originality/value

This study is the first few studies that focus on college students’ behavioral responses in an online shopping environment. At the same time, this is the first study supplement the explanatory perspective with a predictive focus, which is of particular importance in making sound recommendations on managerial decision-making.

Keywords

Citation

Zhong, Y., Zhang, Y., Luo, M., Wei, J., Liao, S., Tan, K.-L. and Yap, S.S.-N. (2022), "I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment", Young Consumers, Vol. 23 No. 3, pp. 449-467. https://doi.org/10.1108/YC-08-2021-1367

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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