Factors Affecting Purchasing Behavior through Live Streaming Channels
Keywords:
Live streaming, purchase behavior, customer engagementAbstract
The research aims were to 1) evaluate the factors affecting the purchasing of products through a live streaming channel and 2) compare the levels of factors affecting the purchasing of products through a live streaming channel. The conceptual framework of this research was applied from the uses and gratification of the media theory, source credibility theory, theory of planned behavior, and customer engagement. The data were collected using online questionnaires with the stratified sampling method from 430 respondents, and the information was scrutinized by utilizing structural equation modeling.
The results showed that 1) the factors influencing the decision-making behavior to buy products via a live streaming channel consisted of the utilitarian value, hedonic value, symbolic value, brand confidence, purchaser confidence, customer participation, and purchase intention. 2) The sample groups who were under the age of 50 years exhibited a greater inclination toward purchasing items through a live streaming channel compared to those over 50 years old. Those earning 30,000 Thai Baht or more also displayed a heightened interest in buying products via a live streaming channel, thus surpassing individuals of all age ranges, except in terms of the decision-making behavior. Most of the respondents had a frequency of purchasing products through a live streaming channel more than five times per week. It was found that from the product seller variables, the influence on the product purchases was affected by five variables; namely, hedonic value, symbolic value, customer engagement, purchase intention, and purchasing behavior. On average, the most well-known live streaming channel was Shopee (Shopee Live), but the most commerce channel was Facebook (Facebook Live), followed by Shopee (Shopee Live).
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