Graduation Year

2023

Document Type

Thesis

Degree

M.A.

Degree Name

Master of Arts (M.A.)

Degree Granting Department

Communication

Major Professor

Kelly Werder, Ph.D.

Committee Member

Kelli S. Burns, Ph.D.

Committee Member

Roxanne Watson, Ph.D.

Keywords

live streaming, opinion leader, consumer purchase intent

Abstract

The COVID-19 prompted the live-streaming industry to become popular, and live streaming by opinion leaders became a new way of shopping. In live-streaming by opinion leaders, the time from understanding the product to completing the purchase behavior is short; opinion leaders, in turn, use live-streaming to boost sales and personal exposure. Despite the popularity of opinion leaders' live consumption, there are still relatively few studies on it. Therefore, this paper will study what factors promote consumers' purchase intention during the live streaming of opinion leaders.Using the Stimulus-Organism-Response Model (SOR) as a theoretical framework, this paper uses a quantitative research approach to explore the factors that influence consumers' purchase intentions during the live streaming of opinion leaders and provides suggestions for the future development of live streaming. The questionnaires were distributed through Questionnaire Star, and the 208 valid questionnaires returned were subjected to descriptive analysis, correlation analysis, regression analysis, and mediation test through SPSSAU.This paper draws the following conclusions: firstly, in the process of opinion leaders' live broadcast, opinion leaders' influence, preferential attributes, and interactivity all positively affect consumers' purchase intention, while entertainment properties do not affect consumers' purchase intention; secondly, perceived value has a mediating role in the relationship between opinion leaders' live broadcast and consumers' purchase intention, while a trust does not have a mediating role in the relationship between opinion leaders' live broadcast and consumers' purchase intention; thirdly, opinion leaders' influence does not affect consumers' trust and perceived value.

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