The Factors Influencing Chinese Consumer Purchase Intention Through Webcast Transaction

Although live webcast transactions have only emerged for a few years, they have rapidly grown from obscurity to near-ubiquity. Webcast transactions have significantly influenced the economy and society in a very short period. E-commerce platforms are the root of live webcast transactions, and as the leader of live webcast transactions, e-commerce anchors are undoubtedly the most influential. Since 2020, live webcast transactions have become the choice of many merchants. The influx of diversified funds and entities has led to the explosion of the "live streaming with goods" industry, but many problems and loopholes have also emerged. The e-commerce platform bears the brunt of the problem and deserves special attention due to its essential and critical position in live trading. This paper aims to investigate the factors influencing Chinese consumer purchase intention based on three aspects: demographic factors, consumer behavioral factors, and marketing mix 7ps factors. The quantitative method based on questionnaires is applied. Descriptive statistics such as frequency, percent frequency, mean, and standard deviation are introduced. Various inferential statistical methods are used to test the hypothesis, particularly the Independent Sample t-test, the One-way ANOVA, the Two-way ANOVA, and the Multiple Regression analysis. The results obtained from the study indicate that differences in Age, Educational Level, and Monthly Income generate differences in Consumer Purchase Intention when the Two-way ANOVA Statistics are applied. Regarding Consumer Behavior, it is evident that differences in Money Spent, Purchasing Reasons, and Terms of Payment generate differences in Consumer Purchase Intention, confirmed by the One-way ANOVA statistics. The results of the Multiple Semi-Log Linear Regression Analyses show that there is a significant positive impact of Marketing Mix 7Ps (Product Feature, Price Feature, Place Feature, Promotion, People Feature, Process Feature, and Physical Evidence) on Consumer Purchase Intention. The recommendation is that webcast transactions should continue to be developed and grow, bringing consumers more convenience and benefits and creating many opportunities for more e-commerce businesses. With the continuous innovation of technology, webcast transactions will become more and more intelligent, and there will be more industries to carry out webcasts, providing consumers with more kinds of products to choose from.

尽管网络直播交易仅出现数年，却已从鲜为人知迅速发展至近乎普及的状态。网络直播交易在极短时间内便对经济与社会产生了深远影响。电商平台是网络直播交易的根基所在，而作为直播交易核心主体的电商主播，无疑是影响力最大的群体。自2020年起，网络直播交易成为众多商户的选择。各类资金与主体的涌入推动了“直播带货（Live Streaming with Goods）”行业的爆发式增长，但与此同时诸多问题与漏洞也随之显现。电商平台作为直播交易中不可或缺的核心载体，首当其冲承受着这些问题的冲击，理应受到特别关注。本研究旨在从人口统计因素、消费者行为因素以及营销组合7P（Marketing Mix 7Ps）因素三个维度，探究影响中国消费者购买意愿的相关因素。本研究采用基于问卷的定量研究方法，运用频率、频率百分比、均值以及标准差等描述性统计方法，并采用多种推断统计方法对研究假设进行检验，具体包括独立样本t检验（Independent Sample t-test）、单因素方差分析（One-way ANOVA）、双因素方差分析（Two-way ANOVA）以及多元回归分析（Multiple Regression analysis）。双因素方差分析结果显示，消费者的年龄、受教育程度与月收入差异，均会对其购买意愿产生显著影响。单因素方差分析结果证实，在消费者行为维度上，过往消费金额、购买动因与支付方式的差异同样会显著影响消费者购买意愿。多元半对数线性回归分析（Multiple Semi-Log Linear Regression Analyses）结果表明，营销组合7P（Marketing Mix 7Ps）（产品特性（Product Feature）、价格特性（Price Feature）、渠道特性（Place Feature）、促销活动（Promotion）、人员特性（People Feature）、流程特性（Process Feature）与有形展示（Physical Evidence））对消费者购买意愿具有显著的正向影响。研究建议，应持续推动网络直播交易的发展与壮大，为消费者带来更多便利与实惠，同时为更多电商商户创造发展机遇。随着技术的持续迭代创新，网络直播交易将愈发智能化，更多行业将开展直播业务，为消费者提供更为丰富的产品选择空间。