Investigation on Student Immersion and Buying Intent on Chengdu Live Platforms

Xinai Tian

Authors

Xinai Tian

Keywords:

Live Streaming Platform, Immersion, Purchase Intention, Interactive Orientation, Professionalism

Abstract

Purpose: The present study is intended to talk about the factors that impact the immersion and purchase intentions of university students in Chengdu on live streaming platforms. This research investigates students' perspectives in the context of lifestyle shopping, which falls under four categories: clothes and food, cosmetics, electronics, and local living. Research Design, Data, and Methodology: The quantitative research will involve samples of 500 undergraduates from universities in Chengdu and their purchase intention and immersion in live streaming platforms. The study developed a conceptual framework with variables: interactivity orientation, professionalism, price discounts, immersion, website trust, search intention, and subscription intention. The collected data is analyzed using SEM and CFA to test the model's goodness of fit. The IOC index and Cronbach's Alpha tests check the survey's content validity and the data's reliability. Results: Interactivity orientation, professionalism, price discounts, immersion, website trust, search intention, and subscription intention have significantly influenced the purchase intention of Chengdu University students in live streaming platforms. This may provide some practical evidence for optimizing the live streaming platform user experience and making marketing strategies. Conclusion: The results are intended to provide stakeholders in the live-streaming industry with strategic insights on driving better user experience and improved sales conversion rates.

Author Biography

Xinai Tian

Chengdu City Concert Hall, Sichuan Conservatory of Music, China.

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